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<p>As Augmented Reality (AR) technology keeps altering the retail environment, its ability to influence consumer behavior becomes more obvious. This study investigates to what degree Virtual try-on (VTO) features influence purchase intentions by shaping affective states in the apparel retail industry. Using the Stimulus-Organism-Response (S-O-R) theory, we conducted a quantitative analysis with 310 individuals who used a VTO app for sneakers, we disseminated an online survey via Facebook sports groups to choose the brand of sneakers. Our study, which used exploratory factor analysis and partial least squares structural equation modeling, found that both interactivity and novelty considerably improve the flow experience, with novelty playing a critical role in creating a compelling wow-effect. Surprisingly, enjoyment did not significantly influence purchase intention. By examining how consumers engage with and assess VTO features, this study enriches the understanding of AR marketing and offers empirical insights into how these immersive attributes affect consumer behavior. The findings provide actionable recommendations for marketers and designers aiming to harness AR technology to effectively drive consumer engagement and purchase decisions.</p>

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Revolutionizing apparel retail: unveiling the magnetic appeal of virtual try-on apps in consumer purchase intentions

  • 期刊论文

  • 发表日期：

    2025年7月1日

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  • Chadha Abassi,
  • Olfa Bouzaabia,
  • Haifa Rzem

摘要

As Augmented Reality (AR) technology keeps altering the retail environment, its ability to influence consumer behavior becomes more obvious. This study investigates to what degree Virtual try-on (VTO) features influence purchase intentions by shaping affective states in the apparel retail industry. Using the Stimulus-Organism-Response (S-O-R) theory, we conducted a quantitative analysis with 310 individuals who used a VTO app for sneakers, we disseminated an online survey via Facebook sports groups to choose the brand of sneakers. Our study, which used exploratory factor analysis and partial least squares structural equation modeling, found that both interactivity and novelty considerably improve the flow experience, with novelty playing a critical role in creating a compelling wow-effect. Surprisingly, enjoyment did not significantly influence purchase intention. By examining how consumers engage with and assess VTO features, this study enriches the understanding of AR marketing and offers empirical insights into how these immersive attributes affect consumer behavior. The findings provide actionable recommendations for marketers and designers aiming to harness AR technology to effectively drive consumer engagement and purchase decisions.