当前我国社会主要矛盾，已经转化为人民日益增长的美好生活需要和不平衡不充分的发展之间的矛盾。在消费领域，随着人们生活水平的提高，对国外服饰需求增大，但消费者在跨境电商购买服饰时存在退货率高的现状，其主要原因是收到的服饰试穿后达不到预期效果。为解决此问题，提高消费者和卖家在跨境电商交易成功率，本研究探究VR虚拟试衣技术在跨境电商的应用与商业模式创新。

关键词：虚拟现实技术、虚拟试衣、跨境电商、商业模式创新

At present, the main contradiction in our society has been transformed into the contradiction between the growing needs for a better life and unbalanced and inadequate development. In the field of consumption, with the improvement of living standards, the demand for foreign clothing increases but there exists a high rate of return for consumers in cross-border e-commerce shopping apparel. Main reason is that the goods received after trying cannot achieve the desired effect. In order to solve this problem and improve the success rate of customers and sellers in cross-border e-commerce transactions, this study explores the application of virtual fitting technology in cross-border e-commerce and business model innovation.

Keywords: VR, Virtual Fitting, Cross-border E-commerce, Business Model Innovation