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Title:
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AUGMENTED REALITY IN FASHION E-COMMERCE |
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Author(s):
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Lisa Hilpert and Darius Zumstein |
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ISBN:
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978-989-8704-47-4 |
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Editors:
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Piet Kommers, Inmaculada Arnedillo Sánchez and Pedro Isaías |
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Year:
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2023 |
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Edition:
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Single |
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Keywords:
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E-Commerce, Fashion, Online Shopping, Augmented Reality, 3D Body Scan, Virtual Try-On |
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Type:
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Full Paper |
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First Page:
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194 |
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Last Page:
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202 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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As a result of digitalisation and the Covid-19 pandemic, the demand for online shopping is increasing. In the fashion sector,
this implies changes in buying behaviour, especially due to different sizes, size systems and the ability to visualise clothes
on one's own body. Customers' incorrect purchases result in a high number of returns, a big challenge for all fashion online
retailers. Augmented reality (AR) is to be used to optimise the customer's shopping experience and to counteract the
problem of returns. The aim of the research is to determine the drivers and barriers of AR in fashion e-commerce from the
consumers' and fashion retailers' perspective. The aim is to analyse the influence of AR on the fashion shopping experience.
The strongest drivers of the willingness to use AR from the customer's perspective are the right size selection, the reduction
of incorrect purchases and the fit of the garments. The biggest barriers to AR are data security, technical challenges, and a
lack of trust in AR. For fashion retailers, the main added value of AR is the reduction of returns. There is a significant,
positive correlation between the convenience of customers and the usefulness of AR in fashion online shopping and the
intention to use AR. In future, consumers will more likely shop for fashion online via a smartphone and AR glasses. |
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