Factors Impacting the Efficacy of Augmented Reality Virtual Dressing Room Technology As a Tool For Online Visual Merchandising

© 2014 Korean Scholars of Marketing Science. Driven by advancements in technology and continuing improvements in the Internet, a transformation in the way consumers shop is taking place. Despite the shortcomings of remote shopping, web-based fashion sales continue to rise (Batista, 2013), and virtual dressing room (VDR) technology should contribute to this trend. Currently there are two technologies for delivering VDR online: Virtual Reality (VR) and Augmented Reality (AR). Important questions linger regarding how consumers will use these new technologies and how VDR will impact consumer attitudes and purchase intentions. Drawing on Uses and Gratifications (U&G) theory, this paper proposes entertainment value, informativeness and web irritation, along with consumer innovativeness and economic motivation to shop online, as key factors influencing consumer use of VDR technology. Additionally, it is proposed that use of VDR will reduce consumers’ perceived risks regarding buying apparel online and have a positive effect on consumer self-confidence, customer–brand relationships and consumers’ online e-shopping behavior