Stepping into the Digital Mirror: Illuminating Consumer Journeys in the Fabric of Augmented Fashion World

Abstract

Augmented reality (AR) offers consumers a realistic experience within virtual environments and is gaining popularity among fashion retailers. We used the Stimulus-Organism-Response (SOR) and Information System Success (ISS) models to identify the consequences of AR-app features and augmented quality. A sample of 389 female consumers using AR-apps from fashion retailers was analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that environmental stimuli like AR-app features and augmented quality are critical factors in developing organisms (satisfaction, attitudes, and perceived values), which lead to continuous usage intentions. Future research could explore consumer knowledge, ease of use, and perceived difficulty in addressing these concerns. This study offers a novel contribution by integrating the SOR and ISS models to examine consumer responses to augmented reality applications in the fashion retail sector. The study’s findings hold valuable insights for fashion retailers, particularly those specializing in women’s apparel.

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