Consumer Behavior
Authors: Fatma Baytar (Iowa State University) , Te-Lin Chung (Iowa State University)
Augmented reality (AR) is an interactive technology that integrates computer-generated sensory information to a physical environment in real time (Lee, 2012). Major apparel retailers continually test AR's potential for in-store shopping (Davies, 2015). Since designing such technology requires large amount of investment; developers need to create better fitting applications. Therefore, the purpose of our study was to understand how consumers would use an AR application to make decisions, and their preferences concerning the usability of the AR. We interviewed with 17 female and three male participants. Qualitative data themes were grouped around Usability ,Usefulness, Garment attributes, and Psychological reactions. Females paid more attention to garment details, whereas males were focusing on the entertainment value as well as technical features of the application, and did not care about garment fit. The results of the study can assist technology developers in building better applications for apparel consumers.
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How to Cite: Baytar, F. & Chung, T. (2017) “A Needs Assessment for an Apparel Augmented Reality Application”, International Textile and Apparel Association Annual Conference Proceedings. 74(1).