Next Article in Journal
Optimizing NOM Removal: Impact of Calcium Chloride
Next Article in Special Issue
Sportive Fashion Trend Reports: A Hybrid Style Analysis Based on Deep Learning Techniques
Previous Article in Journal
“Vision Zero” Concept as a Tool for the Effective Occupational Safety Management System Formation in JSC “SUEK-Kuzbass”
Previous Article in Special Issue
Analysis of EMG Electrode Locations Using 3D Body Scanning for Digital Pattern Construction of a Smart EMG Suit
Article

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul 04763, Korea
*
Author to whom correspondence should be addressed.
Academic Editor: Abdollah Shafieezadeh
Sustainability 2021, 13(11), 6336; https://doi.org/10.3390/su13116336
Received: 30 April 2021 / Revised: 27 May 2021 / Accepted: 29 May 2021 / Published: 3 June 2021
(This article belongs to the Special Issue Sportwear in the Next Normal: Product Development and Marketing)
The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy. View Full-Text
Keywords: sneakers shopping; augmented reality; virtual fitting; omnichannel; brand advocacy; product involvement sneakers shopping; augmented reality; virtual fitting; omnichannel; brand advocacy; product involvement
Show Figures

Figure 1

MDPI and ACS Style

Rhee, H.-L.; Lee, K.-H. Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality. Sustainability 2021, 13, 6336. https://doi.org/10.3390/su13116336

AMA Style

Rhee H-L, Lee K-H. Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality. Sustainability. 2021; 13(11):6336. https://doi.org/10.3390/su13116336

Chicago/Turabian Style

Rhee, Ha-Lim, and Kyu-Hye Lee. 2021. "Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality" Sustainability 13, no. 11: 6336. https://doi.org/10.3390/su13116336

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop