The Impact of Augmented Reality Virtual Try-On on Consumers' Purchase Decisions in Online Fashion Shopping: A Randomized Controlled Experimental Study

Abstract

Augmented Reality (AR) Virtual Try-On technology has emerged as an innovative solution that enables consumers to virtually visualize fashion products in real time. This study aims to examine the effect of AR Virtual Try-On technology on consumers' purchase decisions. A total of 66 participants were randomly assigned to either an AR group or a non-AR group. The results revealed a significant difference in purchase decision between the two groups (t = 3.54, p = 0.002). Participants in the AR group reported a higher mean purchase decision score (M = 4.04) compared to those in the non-AR group (M = 3.14). Regression analysis demonstrated that AR usage had a positive and significant effect on purchase decision (β = 0.62, p < 0.001), explaining 38% of the variance in purchase decision (R² = 0.38). The effect size analysis also indicated a large effect of AR technology (Cohen's d = 1.17). These findings suggest that AR Virtual Try-On technology enhances consumer confidence and product evaluation, thereby increasing purchase decisions in online fashion retail. However, this study is limited by its relatively small sample size and the use of a simulated shopping environment, which may restrict the generalizability of the findings. Future research should involve larger and more diverse samples and examine additional factors, such as consumer trust, perceived fit, and user satisfaction, to provide a more comprehensive understanding of the impact of AR technology on online purchasing behavior.