This page has only limited features, please log in for full access.

Ms. Ha-Lim Rhee
Hanyang University

Basic Info

Basic Info is private.

Research Keywords & Expertise

0 Social Network Analysis
0 Sustainable Business Model
0 Omnichannel retailing
0 fashion marketing and merchandising
0 social psychological

Honors and Awards

The user has no records in this section


Career Timeline

The user has no records in this section.


Short Biography

The user biography is not available.
Following
Followers
Co Authors
The list of users this user is following is empty.
Following: 0 users

Feed

Journal article
Published: 03 June 2021 in Sustainability
Reads 0
Downloads 0

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.

ACS Style

Ha-Lim Rhee; Kyu-Hye Lee. Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality. Sustainability 2021, 13, 6336 .

AMA Style

Ha-Lim Rhee, Kyu-Hye Lee. Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality. Sustainability. 2021; 13 (11):6336.

Chicago/Turabian Style

Ha-Lim Rhee; Kyu-Hye Lee. 2021. "Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality." Sustainability 13, no. 11: 6336.