Evaluating garments in augmented reality when shopping online

Abstract

PurposeAugmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.Design/methodology/approachThis research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.FindingsResults indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.Research limitations/implicationsOur findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.Originality/valueOur study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

Mechanism Linking AR-Based Presentation Mode and Consumers’ Responses: A Moderated Serial Mediation Model

“…The influence of AR on consumer response is mediated by affective factors and cognitive factors. Affective factors include utilitarian experiences [11,15], informativeness [18], hedonic experience [19], enjoyment [17,20], engagement [10], flow [21], telepresence [22], perceived product risk [19], interactivity [23], spatial presence, personalization and intrusiveness [24]. Cognitive factors include choice confidence [17], visually appeal [25] and attractiveness of the online store [19].…”

Haptic Sensory Perception and Customer Experience in a 360-Virtual Store: Does Time Spent Play a Role?

“…Mehrabian and Russell initially proposed the Stimulus-Organism-Response (S-O-R) theory for elaborating relationships between the environment and human behavior [14]. The model explains that external influences (Stimuli) affect the emotional and cognitive condition of individuals (Organism), prompting certain behavioral results (Response) [15]. Scholars have widely applied S-O-R theory to study in-store shopping environments and consumer behavior both in traditional and online store settings [14,16,17,18].…”

Augmented reality – an important aspect of Industry 4.0

“…AR had revolutionized online shopping as it provides the customer with the real feel of the product information in terms of size, fit and performance. AR empowers customers to virtually try products in real-time, which provides consumers a “try before you buy” experience when shopping online (Baytar et al , 2020). With AR, the shopping has enhanced due to reducing decision-making uncertainty, increasing purchase intention, developing customer loyalty and facilitating consumer–brand relationships (Chen et al , 2021).…”