Consumers' adoption of AR-based virtual fitting rooms: from the perspective of theory of interactive media effects

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-06-23 DOI:10.1108/jfmm-05-2019-0092

Hanna Lee, Yingjiao Xu, Anne Porterfield

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引用次数: 25

Abstract

PurposeThe purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.Design/methodology/approachData were collected from 352 university students and analysed using structural equation modelling.FindingsEmpirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.Research limitations/implicationsData for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.Practical implicationsAn important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.Originality/valueThe paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.

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消费者对基于ar的虚拟试衣间的采用:基于互动媒体效应理论的视角

目的本研究旨在调查消费者对基于增强现实（AR）的虚拟试衣间（VFR）的感知媒体特征、临场感、态度和采用意愿之间的关系。此外，还考察了临场感的中介作用。设计/方法/方法从352名大学生中收集数据，并使用结构方程模型进行分析。发现实证结果表明，媒体特征（包括感知互动和增强）对临场感产生了显著的积极影响，进而影响了人们对基于AR的VFR的态度和采用意愿。此外，远程呈现在媒介特征和消费者态度之间起着中介作用。研究局限性/含义本研究的数据是根据受试者对特定基于AR的VFR的一次性体验收集的。因此，对这些发现的概括可能是有限的。实际含义一个重要的含义是，考虑到交互和增强在诱导临场感、态度和采用意图方面的关键作用，增强呈现交互和增强特征对于采用基于AR的VFR至关重要。原创性/价值本文通过互动媒体效应理论的视角，实证检验了独特的媒体特征、临场感和态度在消费者采用基于AR的VFR中的重要性。

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.