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Augmented reality can improve online shopping, study finds

Human ecology (Ithaca, N.Y.), 2020-06, Vol.48 (1), p.1-1

COPYRIGHT 2020 Cornell University, Human Ecology ;Copyright Cornell University Summer 2020 ;ISSN: 1530-7069 ;EISSN: 2163-520X

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  • Title:
    Augmented reality can improve online shopping, study finds
  • Author: Barrett, E.C
  • Subjects: Attitudes ; Augmented Reality ; Color ; Consumer research ; Electronic commerce ; Environmental impact ; Garments ; Marketing research ; Mobile computing ; Online shopping ; Shelving ; Shopping ; Surveys
  • Is Part Of: Human ecology (Ithaca, N.Y.), 2020-06, Vol.48 (1), p.1-1
  • Description: A recent study has found that augmented reality (AR) can improve the online shopping experience and potentially reduce the environmental impact of returns. Online shoppers often order multiple sizes and colors of clothing, intending to return the items that don't fit or aren't the right color. This practice, known as bracket shopping, leads to increased shelving and shipping costs. However, the study discovered that using an AR tool that allows shoppers to see themselves in the garment increased their likelihood of purchasing it. While not as effective as physically trying on the clothes, AR improved participants' attitudes towards the garments and could enhance the efficiency of online shopping. The study focused on the use of AR technology, where shoppers can virtually try on clothes using a computer or mobile device screen as a mirror. Participants found it easier to find the right size with AR try-on but had difficulty evaluating the fit, particularly at the bust, waist, and hips. Evaluating other aspects of the garment, such as style, fabric, and color, also differed between AR and real-life experiences.
  • Publisher: Ithaca: Cornell University, Human Ecology
  • Language: English
  • Identifier: ISSN: 1530-7069
    EISSN: 2163-520X
  • Source: Alma/SFX Local Collection
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