AI in Augmented Reality and Virtual Reality Applications
R. Jegadeesan, Krishnagandhi Pachiappan, B. Mythili, S. Irin Sherly, P. John Augustine, J. Samson Isaac · 2025
This study investigates the impact of augmented reality (AR) virtual try-on technology on consumer behavioral intentions in the online fashion retail sector. The growth of online apparel shopping has created unique challenges for consumers, especially those who try on before buying. Using a mixed methods approach combining a literature review and a questionnaire survey, this study identified and explored key factors that influence users' willingness to engage in a virtual try-on experience. Results showed that personality traits had no significant impact on AR perceptions, but had a positive impact on AR simplicity, usefulness, interactivity, immersion, and realism. Notably, perceived usefulness and immersion were identified as key factors influencing intention to use the technology. From a practical perspective, the findings provide valuable insights for retailers, highlighting the importance of providing unique AR experiences to enhance customer engagement. This study demonstrates the potential of AR applications to positively influence consumers and brands, and supports their integration into digital platforms to enhance online shopping experiences and grow e-commerce.