Evaluating garments in augmented reality when shopping online

dc.contributor.author Baytar, Fatma
dc.contributor.author Chung, Telin
dc.contributor.author Chung, Telin
dc.contributor.author Shin, Eonyou
dc.contributor.department Apparel, Events and Hospitality Management
dc.date 2020-09-03T20:05:20.000
dc.date.accessioned 2021-02-24T18:34:38Z
dc.date.available 2021-02-24T18:34:38Z
dc.date.copyright Wed Jan 01 00:00:00 UTC 2020
dc.date.issued 2020-04-01
dc.description.abstract <p><h3>Purpose</h3></p> <p>Augmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online. <h3>Design/methodology/approach</h3></p> <p>This research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress. <h3>Findings</h3></p> <p>Results indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels. <h3>Research limitations/implications</h3></p> <p>Our findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli. <h3>Originality/value</h3></p> <p>Our study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.</p>
dc.description.comments <p>This accepted article is published as Baytar, F., Chung, T. and Shin, E. (2020), "Evaluating garments in augmented reality when shopping online", Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. doi: <a target="_blank">10.1108/JFMM-05-2018-0077</a>. Posted with permission. </p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/aeshm_pubs/134/
dc.identifier.articleid 1134
dc.identifier.contextkey 19235175
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath aeshm_pubs/134
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/93037
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/aeshm_pubs/134/2020_ChungTL_EVALUATING_GARMENTS_IN_AUGMENTED_REALITY_WHEN_SHOPPING_ONLINE.PDF|||Fri Jan 14 19:52:00 UTC 2022
dc.source.uri 10.1108/JFMM-05-2018-0077
dc.subject.disciplines Communication Technology and New Media
dc.subject.disciplines Community-Based Research
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.subject.disciplines Industrial and Product Design
dc.subject.disciplines Public Relations and Advertising
dc.subject.keywords Augmented reality
dc.subject.keywords Apparel
dc.subject.keywords Product performance
dc.subject.keywords Virtual
dc.subject.keywords Fit and size
dc.subject.keywords The stimulus-organism-response model
dc.title Evaluating garments in augmented reality when shopping online
dc.type article
dc.type.genre article
dspace.entity.type Publication
relation.isAuthorOfPublication 02585803-32cb-4138-a948-4f215832aaf9
relation.isOrgUnitOfPublication 5960a20b-38e3-465c-a204-b47fdce6f6f2
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