Does AR virtual try-on boost online apparel purchase intentions? An integration of TAM, IDT, FIT perception and body esteem

Purpose In recent years, augmented reality (AR) emerged as a notable technology within the fashion industry, enhancing consumers’ shopping experience by offering virtual try-on (VTO). To comprehensively understand female apparel consumers’ adoption intentions of this novel shopping tool, this study expanded the Technology Acceptance Model by incorporating constructs from Innovation Diffusion Theory and two psychological factors – fit confidence (FC) and body esteem (BE). Design/methodology/approach This study used a scenario-based design where participants imagined dress shopping, watched a video of a woman using an AR-based VTO app and then completed a survey. The sample included a total of 388 U.S. female participants. Findings The findings demonstrated the explanatory power of the research model and highlighted important factors affecting adoption decisions. Among the five innovative dimensions, relative advantage, complexity and trialability significantly impacted perceived ease of use (PEOU) and/or perceived usefulness (PU). PEOU, PU, FC and BE all significantly affected attitude and purchase intention, with attitude partially mediating the effects on intention. Practical implications Findings highlight that retailers can enhance AR-based VTO adoption by promoting its relative advantages, such as convenience and personalization, and by offering free trials or demos to increase the PEOU. Furthermore, designing AR-VTO features with inclusivity and body positivity can address consumer concerns about fit and body image, improving engagement and satisfaction. These insights provide actionable strategies for technology developers and retailers aiming to create consumer-centric shopping experiences. Originality/value This study examined both technological and psychological antecedents, providing researchers and marketers with a comprehensive understanding of fashion consumers’ shopping experiences using AR-based VTO.