The role of augmented reality in online shopping of apparels: A review of meaning, applications and user experience

Abstract

Purpose: The purpose of this paper is to review the role of augmented reality while purchasing apparels online by identifying and defining the role of AR, applications of AR that are relevant while purchasing garments online and to review users experience, who have tried AR technologies while purchasing clothing online.

Design/Methodology/ Approach – This paper is based on the review of research papers emphasizing the features and application of augmented reality in online shopping environment while purchasing apparels and focusing on papers to determine the users experience of using AR technologies.

Findings – Based on the previous literature, the paper presents a synthesized definition of AR and its features. Furthermore, with the help of existing literature, the paper tries to identify the two major applications of AR in online shopping environment while purchasing apparels: Virtual Fittings and Try-on and 3D Visualizations. Finally, the paper tries to determine the user experiences using AR technologies while shopping online.

Originality/Value – This paper gives an overview of the application and utility of AR technology in the online shopping environment that has not yet been sufficiently reviewed. It outlines areas for future research and thus provides value for online retailers, online shoppers and researchers.