Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing

Plotkina, Daria; Saurel, Hélène

doi:10.1016/j.jretconser.2019.07.002

Cited by 84 publications

(108 citation statements)

References 70 publications

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“…Although adopting AR to provide more information about the product on an e-commerce environment would be an expensive investment (Plotkina and Saurel, 2019), our findings imply that retailers can benefit from using AR technology to increase consumer interest in their products. Retailers need to understand the potentials of AR technologies and work with technology developers to push the limits to enhance shopper experiences.…”

Section: Discussionmentioning

confidence: 81%

“…Their study compared a mobile application with AR try-on to a mobile commerce interface that presented fashion models similar to the consumers. Plotkina and Saurel (2019) found that their female participants preferred traditional pictures. The present study used the AR provider's server; therefore, fiber, fabric information, and price were not included on the website.…”

Section: Discussionmentioning

confidence: 99%

“…As Suh and Chang (2006) suggested, focus should be on improving IIT interfaces to generate higher telepresence levels, so that consumers' perceptions of products in online stores can be improved. Plotkina and Saurel (2019) argue that AR-based tools for trying on garments virtually are not “sufficiently technologically advanced” yet. Their study compared a mobile application with AR try-on to a mobile commerce interface that presented fashion models similar to the consumers.…”

Section: Discussionmentioning

confidence: 99%

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Evaluating garments in augmented reality when shopping online

Baytar

Chung

Shin

2020

JFMM

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PurposeAugmented 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.Design/methodology/approachThis 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.FindingsResults 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.Research limitations/implicationsOur 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.Originality/valueOur 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.

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Section: Discussionmentioning

confidence: 81%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

See 1 more Smart Citation

Evaluating garments in augmented reality when shopping online

Baytar

Chung

Shin

2020

JFMM

View full text Add to dashboard Cite

show abstract

“…Yet, the aid of supporting devices like oculus, tactile technologies, smell synthesisers, is usually required to access these experiences. Such technologies are still not available at a mass level and are often a very expensive purchase for the average consumer, and even more expensive as an implementation for the small or independent retailer (Plotkina and Saurel 2019). Although a further analysis and better understanding of these technologies and the kinds of stimuli they trigger in consumers is very relevant for the fashion industry and is needed for future advancement in online practices, it lays outside the scope of this paper.…”

Section: From Offline To Online Atmosphericsmentioning

confidence: 99%

A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

Roberts

Grassi

2021

The International Review of Retail, Distribution and Consumer R

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Retail layouts and atmospherics have been widely investigated within the physical retail environment, Research suggests that there is limited understanding of these elements in the virtual environment despite the fact that they would appear to be the easiest and most effective combination to implement by online fashion retailers. Considering potential applications in the fashion industry, a review of current literature on layout and atmospherics has identified the freeform layout as a valuable format for online fashion retailing. The freeform layout has been found to increase consumers' hedonic motivations to purchase. Furthermore, design and visual cues have a significant influence on consumers, while aural cues despite being very important to the consumers' experience appear to be underexploited in the online fashion space. This paper contributes a review of established retail elements, and identifies those that adapt well from the offline to online retail environment.

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“…Further, the research on the apparel industry chain is not limited to this, for example Plotkina and Saurel [30] studied the impact of virtual try-on technology on consumers. Guo et al [16] develop a fashion supply chain that considers consumer returns to affect green product development.…”

Section: Literature Reviewmentioning

confidence: 99%

Optimal pricing and complex analysis with carbon emission reduction preference in an apparel supply chain

Wang

2021

Preprint

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In this paper, we study the supply chain competition models that consider consumers' low-carbon consumption preferences. By constructing the supply chain of manufacturers and retailers with different market positions, two game types, decentralized decision making and centralized decision making are proposed, and the static and dynamic game methods are combined respectively for research. Although research has found that centralized decision making is always better than decentralized decision making under the static game mode, when considering the long-term dynamic evolutionary game, the average profit of decentralized decision making may be better than the average profit of centralized decision making. Moreover, there are complex dynamic characteristics under dynamic games. In order to fully understand the nature of the dynamic game systems, we discussed the stability, local bifurcation, and global bifurcation of these dynamic systems. It is found that although dynamic game systems may lose stability with changes in parameters, they are better than static game results in some cases, this is beneficial to decision-makers and has practical management significance.

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Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing

Cited by 84 publications

References 70 publications

Evaluating garments in augmented reality when shopping online

Evaluating garments in augmented reality when shopping online

A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

Optimal pricing and complex analysis with carbon emission reduction preference in an apparel supply chain

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