The purpose of this study was to investigate the effects of virtual try-on technologies and their perceived diagnostics on consumers' purchase intentions for men's suits using a conceptual model based on the stimulus-organism-response theory. A within-subjects research design was developed to empirically test the conceptual model and a total of 264 usable participant responses were collected. Participants were directed to a website to virtually try men's suits in different sizes, colours, fits,

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... and designs on their personalised avatars. Perceived diagnostics from virtual try-on technologies were found to reduce consumers' perceived risks regarding product attributes and to increase purchase intentions for Hugo Boss men's suits. Therefore, we suggest that e-fashion retailers and technology developers continue to enhance and implement virtual try-on technologies and vivid 3D images in the sale of apparel. Also, men's wear companies should provide sufficient information about product attributes to strengthen perceived diagnostics through 3D technologies, thus increasing e-consumers' purchasing intentions for the apparel.