The purpose of this study was to identify the underlying dimensions of AR technological attributes (ARTA), and estimate the hierarchical factor models for using a virtual fitting system in fashion retailing. The sample in this study consisted of consumers in their 20s and 30s. A total of 173 usable responses were obtained from volunteers who agreed to participate in the lab experiments and a survey with a questionnaire. The first-order confirmatory factor analysis confirmed that perceived ARTA consisted of five factors: augmentation, vividness, visual comfort, responsiveness, and organized system in using the virtual fitting system. Also, the estimated second-order factor model showed that the five ARTA factors were predicted by higher-order two constructs: the first