Augmented Reality in Fashion E-Commerce
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Authors
Author (Corporation)
Publication date
2023
Typ of student thesis
Course of study
Collections
Type
04B - Conference paper
Editor (Corporation)
Supervisor
Parent work
Proceedings of the ES 2023 + ML 2023
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
194-202
Patent number
Publisher / Publishing institution
IADIS
Place of publication / Event location
Lisbon
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
As a result of digitalisation and the Covid-19 pandemic, the demand for online shopping is increasing. In the fashion sector, this implies changes in buying behaviour, especially due to different sizes, size systems and the ability to visualise clothes on one s own body. Customers incorrect purchases result in a high number of returns, a big challenge for all fashion online retailers. Augmented reality (AR) is to be used to optimise the customer s shopping experience and to counteract the problem of returns. The aim of the research is to determine the drivers and barriers of AR in fashion e-commerce from the consumers and fashion retailers perspective. The aim is to analyse the influence of AR on the fashion shopping experience. The strongest drivers of the willingness to use AR from the customer s perspective are the right size selection, the reduction of incorrect purchases and the fit of the garments. The biggest barriers to AR are data security, technical challenges, and a lack of trust in AR. For fashion retailers, the main added value of AR is the reduction of returns. There is a significant, positive correlation between the convenience of customers and the usefulness of AR in fashion online shopping and the intention to use AR. In future, consumers will more likely shop for fashion online via a smartphone and AR glasses.
Keywords
Subject (DDC)
330 - Wirtschaft
658 - General Management
005 - Computer Programmierung, Programme und Daten
658 - General Management
005 - Computer Programmierung, Programme und Daten
Event
21st International Conference on e-Society (ES 2023) and 19th International Conference on Mobile Learning (ML 2023)
Exhibition start date
Exhibition end date
Conference start date
11.03.2023
Conference end date
13.03.2023
Date of the last check
ISBN
978-989-8704-47-4
ISSN
Language
English
Created during FHNW affiliation
No
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Closed
License
Citation
ZUMSTEIN, Darius und Lisa HILPERT, 2023. Augmented Reality in Fashion E-Commerce. In: Piet KOMMERS, Inmaculada Arnedillo SÁNCHEZ und Pedro ISAÍAS (Hrsg.), Proceedings of the ES 2023 + ML 2023. Lisbon: IADIS. 2023. S. 194–202. ISBN 978-989-8704-47-4. Verfügbar unter: https://irf.fhnw.ch/handle/11654/48323