Track

CB

Presentation Type

Oral

Oral Session

Mass-Customization and Online Purchase Behavior

Description

Augmented reality (AR) is an interactive technology that allows consumers to virtually try on garments. The present study examined consumers' perceived differences in a garment's size, fit, performance, and purchase decisions when using virtual try-on with AR compared to actually trying-on the garment. A field experiment with one factor within-subject design was employed. Results showed significant differences in seven areas (i.e., looser fit around bust and shoulder, tighter fit on waist and hip, longer fit on torso, skirt, and overall dress) when using AR. More favorable attitudes towards the garment, and greater purchase intentions were found when actually trying on the dress compared to when trying it on virtually. AR applications might need to be improved to reduce consumers' discrepancy in garments' fit from actual try-on and to facilitate their purchase decisions. Findings of this study suggested the ways to reduce consumers' regret from post-purchase expectation-reality discrepancy.

Share

COinS
 
Nov 8th, 12:00 AM

Can Augmented Reality Help E-shoppers Make Informed Purchases on Apparel Fit, Size, and Product Performance?

Augmented reality (AR) is an interactive technology that allows consumers to virtually try on garments. The present study examined consumers' perceived differences in a garment's size, fit, performance, and purchase decisions when using virtual try-on with AR compared to actually trying-on the garment. A field experiment with one factor within-subject design was employed. Results showed significant differences in seven areas (i.e., looser fit around bust and shoulder, tighter fit on waist and hip, longer fit on torso, skirt, and overall dress) when using AR. More favorable attitudes towards the garment, and greater purchase intentions were found when actually trying on the dress compared to when trying it on virtually. AR applications might need to be improved to reduce consumers' discrepancy in garments' fit from actual try-on and to facilitate their purchase decisions. Findings of this study suggested the ways to reduce consumers' regret from post-purchase expectation-reality discrepancy.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.