Purpose - The research study aims to determine the influence of Virtual try-on technology on customer’s attitude towards shopping online especially with apparels category. The new technology usage in the online platform has brought tremendous changes in the buying behaviour of customer’s shopping for clothing online. The present study concentrates to determine the impact of this new technology on the attitude of customers shopping apparels online. Design/methodology/approach - This study applied a web-based survey approach for data collection from online apparel customers. The survey instrument was developed by adapting previously validated measurement items. The valid data collected were analyzed using PLS with multi-group analyses. Findings - Virtual try-on technology is increasingly becoming a must-have for fashion retailers as they strive to meet their aims of inclusion and sustainability while improving their bottom line. VTO allows customers to see how products look on their bodies in real time, but it ignores a key function of the fitting room determining whether a garment will fit properly. Manual measuring introduces the risk of human error, resulting in avatars that do not accurately reflect the customers' bodies. Originality/value – This study enhances the understanding of the roles that VTO technology plays in consumers’ online purchase intention by providing an integrative view of its utilitarian value, hedonic value and risk. This study demonstrates the feasibility of applying advanced PLS techniques to investigate online consumer behaviour, particularly in the field of VTO application in online retailing. Implications for online retailers and designers of VTO technology are also derived from the findings.