Augmented Reality in Fashion Retail – Platform-dependent Acceptance by Customers

15 Pages Posted: 29 Nov 2023

See all articles by Anja Lewald

Anja Lewald

International School of Management

Jens Kai Perret

International School of Management

Meike Terstiege

International School of Management

Date Written: November 18, 2023

Abstract

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

Lewald, Anja and Perret, Jens Kai and Terstiege, Meike, Augmented Reality in Fashion Retail – Platform-dependent Acceptance by Customers (November 18, 2023). Available at SSRN: https://ssrn.com/abstract=4636996 or http://dx.doi.org/10.2139/ssrn.4636996

Anja Lewald

International School of Management ( email )

Otto-Hahn-Str. 19
Dortmund, 44227
Germany

Jens Kai Perret (Contact Author)

International School of Management ( email )

Otto-Hahn-Str. 19
Dortmund, 44227
Germany

Meike Terstiege

International School of Management ( email )

Otto-Hahn-Str. 19
Dortmund, 44227
Germany

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