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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.