Factors impacting the efficacy of augmented reality virtual dressing room technology as a tool for online visual merchandising
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Driven by advancements in technology and continuing improvements in the Internet, atransformation in the way consumers shop is taking place. Despite the shortcomings of remote shopping, web-based fashion sales continue to rise (Batista, 2013), and virtual dressing room (VDR) technology should contribute to this trend. Currently there are two technologies for delivering VDR online: Virtual Reality (VR) and AugmentedReality (AR). Important questions linger regarding how consumers will use these newtechnologies and how VDR will impact consumer attitudes and purchase intentions. Drawing on Uses and Gratifications (U&G) theory, this paper proposes entertainmentvalue, informativeness and web irritation, along with consumer innovativeness andeconomic motivation to shop online, as key factors influencing consumer use of VDRtechnology. Additionally, it is proposed that use of VDR will reduce consumers’perceived risks regarding buying apparel online and have a positive effect on consumer self-confidence, customer–brand relationships and consumers’ online e-shoppingbehavior.
Abstract
Driven by advancements in technology and continuing improvements in the Internet, atransformation in the way consumers shop is taking place. Despite the shortcomings of remote shopping, web-based fashion sales continue to rise (Batista, 2013), and virtual dressing room (VDR) technology should contribute to this trend. Currently there are two technologies for delivering VDR online: Virtual Reality (VR) and AugmentedReality (AR). Important questions linger regarding how consumers will use these newtechnologies and how VDR will impact consumer attitudes and purchase intentions. Drawing on Uses and Gratifications (U&G) theory, this paper proposes entertainmentvalue, informativeness and web irritation, along with consumer innovativeness andeconomic motivation to shop online, as key factors influencing consumer use of VDRtechnology. Additionally, it is proposed that use of VDR will reduce consumers’perceived risks regarding buying apparel online and have a positive effect on consumer self-confidence, customer–brand relationships and consumers’ online e-shoppingbehavior.
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