Augmented Reality in Fashion Retail – Platform-dependent Acceptance by Customers
15 Pages Posted: 29 Nov 2023
Date Written: November 18, 2023
Purpose: In order to successfully implement augmented reality applications in fashion retail, the willingness of the target group to use such applications need to be elicited. This article provides a comparison between the acceptance of augmented reality applications in stationary and mobile fashion retail. For this purpose, the technology acceptance model by Davis in an expanded version is used to the emergence of acceptance on the customer side.
Design/Methodology: A quantitative online survey with 135 participants was conducted of a predominantly younger user group. Specifically, two fictitious scenarios were posed to the participants to investigate their opinions on the use of an augmented reality app.
Findings: The study reports on changes between a stationary and a mobile scenario and establishes that in particular the ease of use does not universally impact the attitude towards the technology. Additionally, it has been shown that the customer experience as a new impact factor matters, i.e. in particular in the stationary scenario.
Originality: The study added to the existing literature by considering the significance of customer experience as a driver of acceptance of augment reality technologies, showing it to be a highly relevant yet previously disregarded factor. Due to the date of its execution, it provides an insight into the situation of augmented reality in post-COVID-19 retail, describing the new normal and contrasting it to the results of pre-crisis studies.
Keywords: fashion; technology acceptance; augmented reality; TAM; mobile; retail
Suggested Citation: Suggested Citation