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Augmented reality (AR) is an interactive technology that allows consumers to virtually try on garments. The present study examined consumers' perceived differences in a garment's size, fit, performance, and purchase decisions when using virtual try-on with AR compared to actually trying-on the garment. A field experiment with one factor within-subject design was employed. Results showed significant differences in seven areas (i.e., looser fit around bust and shoulder, tighter fit on waist and hip, longer fit on torso, skirt, and overall dress) when using AR. More favorable attitudes towards the garment, and greater purchase intentions were found when actually trying on the dress compared to when trying it on virtually. AR applications might need to be improved to reduce consumers' discrepancy in garments' fit from actual try-on and to facilitate their purchase decisions. Findings of this study suggested the ways to reduce consumers' regret from post-purchase expectation-reality discrepancy.
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