Fashion Consumers� Adoption of AR-Based Virtual Fitting Rooms: Effects of Perceived Interactivity and Augmentation

Abstract

Virtual Fitting Rooms (VFRs), simulation technologies that enable consumers to virtually try on inventories, have received tremendous attention from online retailers as the way to provide in-store like fitting experiences (Gultepe & Gudukbay, 2014). VFRs have recently evolved into a new format that primarily utilizes Augmented Reality (AR) for the basis of virtual fitting (Javornik, Rogers, Moutinho, & Freeman, 2016). Unlike typical VFRs, AR-based VFRs can precisely replicate users and their surrounding environment in a more realistic way using a camera-based technology with the exception of products that are virtually simulated (Javornik et al., 2016). Hence, it can generate a mixed reality with the unique features, bringing different psychological processes of users with the subsequent effects on their responses (Javornik, 2016). However, despite the great potentials of AR-based VFRs, VFRs are still considered in the early stage of adoption. Thus, the purpose of this study was to determine the effects of perceived media characteristics and subsequent immersive experiences on their attitude and adoption intention toward AR-based VFRs. Additionally, the moderating effect of a particular personal trait, sensation seeking tendency, was examined to account the influence of individual differences in their usage, skills, and experience of technology.