Fashion or Technology? A Fashnology Perspective on the Perception and Adoption of Augmented Reality Smart Glasses

Rauschnabel, Philipp A.; Hein, Daniel; He, Jun; Ro, Young K.; Rawashdeh, Samir A.; Krulikowski, Bryan

doi:10.1515/icom-2016-0021

Cited by 69 publications

(37 citation statements)

References 74 publications

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“…This study also investigates a second fashion‐related factor—wearable comfort—as an example of a sensual gratification. Therefore, we show that more ergonomic factors are relevant for wearable devices in general, thus contributing to the literature on fashnology and wearable devices (Rauschnabel et al., ).…”

Section: Discussionsupporting

confidence: 66%

“…For example, Rauschnabel et al. () examine how people can improve their appearance through the use of ARSGs, and Chuah et al. () show that perceived visibility of the device drives smartwatch adoption.…”

Section: Discussionmentioning

confidence: 99%

“…Extant research has exclusively focused on the design aspects of wearables. For example, Rauschnabel et al (2016b) examine how people can improve their appearance through the use of ARSGs, and Chuah et al (2016) show that perceived visibility of the device drives smartwatch adoption. The current study extends these findings in terms of self-expression (H6).…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…. = .949/AVE = .727/ = .949 Adopted fromLuarn et al (2015),Rauschnabel et al (2016b),Venkatesh et al (2012) Make my life more efficient Accomplish my tasks better Accomplish my tasks faster Organize my life better Support me with relevant information Get access to information in real time Automatically receive the information I need Enjoyment a C.R. = .895/AVE = 742/ = .892 Adopted from Ku, Chu, and Tseng (.…”

mentioning

confidence: 99%

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Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses

Rauschnabel

2018

Psychology and Marketing

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183

149

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Integrating virtual objects into the physical world is about to become real. Augmented reality smart glasses (ARSG), such as Microsoft HoloLens and other head‐mounted displays, allow users to augment and enhance their subjective perceptions of reality. However, extant research lacks findings to explain why people intend to use ARSGs in particular situations. To address this highly relevant research gap, this study proposes and tests a theoretical model that examines people's expected gratifications from ARSG usage. In doing so, this research enhances the understanding of ARSGs and adds novel constructs (e.g., desired enhancement of reality) to the stream of technology and media adoptance.

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Section: Discussionsupporting

confidence: 66%

Section: Discussionmentioning

confidence: 99%

Section: Theoretical Contributionsmentioning

confidence: 99%

mentioning

confidence: 99%

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Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses

Rauschnabel

2018

Psychology and Marketing

Self Cite

183

149

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“…They are different from the unborn children or distant galaxies even if they are generated through a digital technology in the way subjects perceive and relate to them. We will follow a phenomenological perspective even if there are other ways to tackle the topic (on user acceptance of AR, see [25][26][27][28][29], on fashion related to new digital technology, see [30]). …”

Section: Fantasiesmentioning

confidence: 99%

The Emperor’s New Augmented Clothes. Digital Objects as Part of the Every Day

Liberati

2017

MTI

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Abstract:The main aim of this work is to solve a problem that Augmented Reality is facing by using phenomenological and phenomenological analyses and projectors. Augmented reality seeks to merge the digital and real world by producing a mixed reality where the digital objects are usually visualised thanks to the head mounted or mobile devices. However, this technology is facing problems because the objects generated by the digital devices are existing merely inside the small group of people while using specific devices. Therefore, these objects look fictitious for the other members of the society who are not using them. In order to analyse the elements which make these objects fictitious for the other member of the society, we will take into account the story of The Emperor's new clothes because, even in this story, there are fictional entities not perceivable by other members of the community. Thanks to this story, it will be possible to highlight some elements which make the objects part of the everyday world. Moreover, it will show how the intersubjectivity of these objects is directly related to their way of being perceived by the subjects and, in the case of augmented reality, to the devices used to make them perceivable. For this reason, it is possible to solve the problem Augmented Reality is facing by changing the devices used to produce these digital objects. At the end of the work, we will propose a project which can solve the problem by following the elements previously highlighted. We will show how, thanks to wearable projectors, it is possible to produce digital clothes as part of the everyday world of every subject. Thanks to these digital clothes people will be able to wear the digital objects as if they were common, usual objects without being naked.

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Why do people buy virtual clothes?

Khelladi,

Lejealle,

Rezaee Vessal

et al. 2023

J of Consumer Behaviour

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Virtual clothes consumption is part of the digital virtual consumption practices of the global NFT phenomenon and the global digital fashion trend. While cutting‐edge technologies shape customer experience and behavior, research examining how consumers desire, own, and experience these technologies in general, and virtual objects in particular, remains scarce. Adopting the uses and gratifications (U&Gs) theory and building on research related to brand roles and category, the present research aims to unveil the psychological determinants of purchasing NFTs‐virtual clothes. A mixed‐method, two‐stage approach was adopted. First, a qualitative study and a pilot study aimed to capture and understand what motivates people to buy NFTs‐virtual clothes and identify contextualized U&Gs. Second, two original confirmatory studies verified the U&Gs of purchasing virtual clothes and investigated how they differ based on brand category (luxury vs. non‐luxury). The results show that enjoyment, social interactivity, and curiosity are the main predictors of NFTs‐virtual clothes purchases. Consumers mainly seek hedonic, social, and technological gratifications as part of the digital fashion consumption trend. Brand managers must recognize virtual clothing gratifications for effective virtual world positioning. Products should encourage networking, community, and user interaction. Demographics and virtual experience should be considered to understand NFT‐virtual clothes motivations.

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Fashion or Technology? A Fashnology Perspective on the Perception and Adoption of Augmented Reality Smart Glasses

Cited by 69 publications

References 74 publications

Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses

Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses

The Emperor’s New Augmented Clothes. Digital Objects as Part of the Every Day

Why do people buy virtual clothes?

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