Does AR-driven virtual try-on technology inspire luxury consumers: a mixed-method study

Purpose This research explores the effect of perceived utilitarian and hedonic value on consumers' psychological and behavioural inspiration towards AR-driven virtual try-on (VTO) technology in the luxury context. It demonstrates the role of spatial presence and immersion in the relationship between luxury consumers' psychological and behavioural inspiration towards VTO and the brand. The impact of IT Identity is also assessed as a boundary condition. Design/methodology/approach Data collection followed a mixed-method approach, including focus group discussions (FGD) and a questionnaire-based survey. Thematic analysis was used to analyse data from two FGDs, while survey data were analysed using structural equation modelling and Process Macro. Findings Perceived utilitarian and hedonic values positively impact luxury consumers' psychological inspiration to use VTO technology. Additionally, spatial presence and immersion are pivotal in transmitting luxury consumers' psychological inspiration into behavioural inspiration towards VTO technology usage and brand positivity. The impact of IT identity as a boundary condition is also assessed. Originality/value Luxury brands strive to enhance the usage of AR-driven technologies to improve their consumers' online shopping experience and brand perception. This is one of the first studies to apply the transmission model of inspiration in luxury context using VTO technology. The study highlights the role of spatial presence, immersion, and IT identity in luxury consumers' behaviour towards VTO and the brand.