Applying Augmented Reality to Consumer Garment Try-On Experience

Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets

“…Prior studies concerning the usage of augmented reality in retailing have attempted to recognize specific factors influencing consumers' usage of the new tools for supporting the purchase decision (Pantano and Servidio, 2012;Cuomo et al 2014;Papagiannidis et al, 2017). Although the literature emphasized the importance of these tools for enhancing consumers' shopping experience (Chen et al, 2011;Pereira et al, 2011;Wang et al, 2012;Lee and Park, 2014;Rese et al, 2014), empirical investigations of the effectiveness of augmented reality tools on consumer online buying decision remains scarce.…”

“…Summarizing, augmented reality technology provides new systems giving consumers the possibility to virtually interact with the favoured items. In this direction, one the most promising area of research is the virtual garment try-on experience (or virtual fitting) (Chen et al, 2011;Pereira et al, 2011;Wang et al, 2012) (see Table 1). Its advantages rely on the possibility to virtually interact with the product in real time before the effective buying in the online context (or e-commerce).…”

Consumers' adoption of AR-based virtual fitting rooms: from the perspective of theory of interactive media effects

“…Unlike VR-based VFRs, AR-based VFRs can provide a “mixed reality” through capturing real-world data of users and their surrounding environment by using a camera-based technology embedded in a device, whereas the objects portrayed in the environment are virtually simulated and superimposed onto the user's augmented body (Bonetti et al , 2018; Cho and Schwarz, 2010; Yim et al , 2017). Thus, AR can be regarded as an extension of VR (Chen et al , 2011).…”

“…As AR-based VFRs employ both augmentation features and basic 3D interactive features (Javornik, 2016; Lee and Xu, 2019), perceived interactivity and perceived augmentation were proposed as two important media characteristics of AR-based VFRs that can be translated into immersive experiences, particularly immersive experiences associated with telepresence. In the VFR literature, telepresence, which is characterised by cognitive and sensory immersion, was found to represent key immersive experiences in VFRs due to the interactive nature of virtual try on experiences in VFRs (Chen et al , 2011; Fiore et al , 2005; Klein, 2003).…”

“…Augmentation features provide consumers the opportunity to try on virtual garments in a more practical and realistic atmosphere. Consumers can have more para-authentic product experiences as AR features allow them to see virtual garments in a realistic setting (Chen et al , 2011; Yim et al , 2017). As AR features allow consumers to have more complete information by incorporating not only virtual components but also physical and imagery components, consumers can regard AR-based VFRs as providing utilitarian benefits during the online shopping process (Chen et al , 2011).…”