Augmented Reality in Fashion E-Commerce

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.