Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Ha-Lim Rhee and Kyu-Hye Lee
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Ha-Lim Rhee: Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul 04763, Korea
Kyu-Hye Lee: Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul 04763, Korea

Sustainability, 2021, vol. 13, issue 11, 1-14

Abstract: The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

Keywords: sneakers shopping; augmented reality; virtual fitting; omnichannel; brand advocacy; product involvement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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