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Merchandising/Marketing/Retailing: Branding

The Effect of Presence on Consumers' Responses to Virtual Mirror Technology

Authors
  • Seeun Kim (Auburn University)
  • Tae Hyun Baek (University of Kentucky)
  • Sun-Hwa Kim (Montana State University)

Abstract

Virtual mirror, an increasingly popular application of augmented reality (AR), allows consumers to view their visages overlaid with product images on digital displays. This study investigates the effect of presence on consumers' responses to AR- (versus virtual reality (VR-) based virtual mirror technology. Results show that AR-based presentation is more likely to induce presence than VR-based presentation, thereby leading to greater mental imagery, favorable virtual mirror attitude, and stronger purchase intentions. Implications for digital retailers in the fashion industry are discussed.

How to Cite:

Kim, S., Baek, T. & Kim, S., (2017) “The Effect of Presence on Consumers' Responses to Virtual Mirror Technology”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed
License
Creative Commons Attribution 4.0