Virtual Try-On Experience: How Augmented Reality Characteristics Shape Consumer Responses

Abstract This research investigates the influence of augmented reality (AR) characteristics specifically interactivity, esthetics, and reality congruence on personalization and enjoyment within online applications. Insights into how AR enhances the user experience in virtual try-on functionalities are provided by examining consumer behavior dimensions such as adoption intentions, social sharing and service excellence. Data was gathered from 400 online consumers, and initial screening, normality, and validity assessments were conducted using the Statistical Package for Social Sciences. The proposed hypotheses were analyzed through structural equation modeling. This study examines how AR characteristics are linked to consumer behavior when choosing between utilitarian and hedonic types of purchases. The findings indicate that consumers perceive AR characteristics as more utilitarian than hedonic and have a stronger positive response to AR’s utilitarian aspects, which boost product promotion and user engagement. The results underscore the strategic value of AR technologies for online retailers, as they enhance the customer experience, foster product appeal, and provide a competitive edge in the market. This study contributes original insights into the potential of AR characteristics in e-retail, highlighting their role in driving innovative marketing practices and offering distinct user perspectives that can create significant advantages for retailers.