Purpose: Augmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.Design/methodology/approach: This research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.Findings: Results indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.Research limitations/implications: Our findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.Originality/value: Our study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

The objectives of this study were to investigate whether images of female bodies shown in a website influence female consumers' level of body satisfaction and to examine how these variables affect online shoppers' concerns with garment fit and size and their intentions to use a virtual try-on model. We conducted an experiment using a 2 × 2 between-subject factorial design with 249 college students. The results showed the main effects of female bodies associated with body satisfaction on female consumers' concerns with garment fit and size. We also found a negative relationship between body satisfaction and concerns with garment fit and size as well as a positive relationship between concerns and intentions to use virtual try-on technology. However, we found no significant effect of female bodies on female consumers' body satisfaction.

To develop an understanding of consumers’ evaluations of their Rent the Runway (RTR) experiences, their online reviews were systematically sampled and saved as screen shots. Content analysis was conducted in two stages: (a) analysis of 201 reviews to develop the coding scheme and (b) data collection and analysis from an additional 600 reviews. Insights into RTR’s strategies for overcoming the challenges associated with online apparel sales were yielded. These may provide direction for other apparel companies. When planning their product offerings, online apparel rental companies should consider the most important apparel evaluative criteria found for RTR reviewers: (a) fit, (b) garment style and design elements, (c) social feedback, and (d) appropriateness. Companies may (a) adopt RTR’s unique e-service, shipping two sizes of the same dress; and (b) encourage reviewers to include more self-descriptive and dress-descriptive information in their reviews, both of which seemed to alleviate online shopping fit concerns.

Perceptions of clothing fit from young consumer perspective were explored to develop an understanding of how they think about dimensions that influence clothing fit and how fit relates to psychological and social experience. The qualitative-dominant mixed methods design included focus group interviews and a survey. Participants were 66 female and male college students. In quantitative responses, respondents reported being slightly satisfied with clothing fit in general. Five qualitative themes emerged as important to understanding fit perceptions: (1) physical fit, (2) aesthetic fit, and (3) functional fit that are relative to (4) social context and that have an impact on (5) social comfort. A conceptual model of fit satisfaction in a social context is proposed.

Purpose: The purpose of the current study is to explore how valenced fit reviews affect the consumer decision-making process during online apparel shopping.Design/methodology/approach: A single factor (valence of fit review) within-subject experimental design was employed to examine how the valenced fit review (negative vs positive) affects the consumer online purchase decision process. A mock website was created to simulate the online shopping environment through four steps for developing a stimulus website for the main study. The data were analyzed using repeated multivariate analysis of variance and structural equation modeling.Findings: A total of 418 female consumers completed an online self-administrated survey. Results showed that positive fit review was more compelling than negative fit review for female consumers when they like the apparel product. Two aspects of information credibility (review and site credibility) and confidence in purchase decision evoked by both fit reviews and overall product information were significant determinants of the consumer purchase decision process in increasing consumers’ future purchase intentions through attitude to the online retailer.Originality/value: The current study was an attempt to fill the gap in knowledge regarding the crucial role of fit reviews in apparel product purchase decisions in an online context. This study confirmed the type of fit reviews that would be influential on female consumers’ online purchase decision-making process for apparel products when they liked the apparel product, supporting positive confirmation bias from the information processing point of view. This study contributed to the importance of the two concepts (i.e. credibility and confidence in the purchase decision) in online information processing and purchase decision-making process.