The research explores the evolving trends in the e-commerce clothing industry driven by the integration of artificial intelligence (AI) and virtual reality (VR) technologies. Specifically, it examines how the advent of virtual trial solutions (VTS) influences customer behavior and online purchase decisions. A web-based survey was employed to collect data from online clothing shoppers who have experienced VTS. The survey instrument was developed by adapting previously validated measurement items. The collected data were analyzed using ANOVA tests to assess the impact of various factors, such as perceived usefulness, perceived enjoyment, perceived risk, and demographic variables (age, gender, and shopping frequency) on customer behavior and purchase intention. The findings reveal significant changes in customer behavior toward online clothing purchases due to VTS. The ANOVA results indicate that perceived usefulness and enjoyment of VTS positively affect purchase intentions, while perceived risk has a negative impact. Moreover, demographic variables show varying influences, with younger shoppers and frequent online buyers exhibiting a stronger preference for VTS. Gender differences in the adoption and impact of VTS were also observed, highlighting distinct behavioral patterns between male and female shoppers. This study enhances the understanding of AI and VR's role in transforming the e-commerce clothing industry by focusing on virtual trial solutions. The application of ANOVA techniques offers robust insights into the differential effects of these variables, guiding online retailers and technology developers in optimizing their strategies to meet changing consumer preferences.