Users' Perceptions of Technological Features in Augmented Reality (AR) and Virtual Reality (VR) in Fashion Retailing: A Qualitative Content Analysis

This study explores users' perceptions of technological features in augmented reality (AR) and virtual reality (VR) and analyzes the advantages and disadvantages of technologies (e.g., AR vs. VR) in fashion retailing. The findings are presented from a qualitative approach and content analysis of focus group interviews. Users' perception of AR technological features consisted of 5 dimensions: augmentation, user control, vividness, responsiveness, and simplicity. Users' perception of VR technological features consisted of 4 dimensions: telepresence, simulator sickness, visual discomfort, and user control. Practical implications for the application of mixed reality technology in fashion venues are discussed: for AR technology as a part of shopping tools, the advantages of control and simplicity should be taken seriously; for VR, an immersive experience as the main pros facilitated by telepresence, while sickness, followed by visual discomfort as the main simulator cons. This research offers valuable and useful insights into AR and VR as antecedents from the technological aspect and helps marketers develop and formulate new solutions for the application of AR and VR in fashion retailing.