Merchandising/Marketing/Retailing: Branding

How Do Augmented Reality (AR) and Virtual Reality (VR) Enhance Product Experiences During Online Shopping?: A Mixed-Method Approach

Authors: Hyejune PARK (Oklahoma State University) , Seeun Kim (Auburn University)

Abstract

The transition from traditional brick-and-mortar retailing to digital retailing has been accelerated with emerging technologies such as augmented reality (AR)and virtual reality (VR) in recent years. Despite the significance of AR and VR technologies in current apparel retailing, limited research has examined the role of these technologies in online apparel retailing. To fill the research gaps, the current study examines the effect of product presentation characteristics of AR (i.e., AR-based virtual try-on) and VR (i.e., a VR-based 3D virtual store) technologies on consumer responses during online shopping. Specifically, Study1 explores the product presentation characteristics of AR/VR that elicit positive responses through a content analysis of lab data. Study 2 examines a structural model to depict how the characteristics of AR/VR technology that emerged from Study 1influence consumer responses. Theoretical and managerial implications have been provided. 

Keywords: Augmented reality, Virtual reality, Interactivity, Product innovativeness, Consumption vision

How to Cite: PARK, H. & Kim, S. (2024) “How Do Augmented Reality (AR) and Virtual Reality (VR) Enhance Product Experiences During Online Shopping?: A Mixed-Method Approach”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.17702