Generally, during shopping sprees, many buyers tend to return their items as a result of an incorrect size or color. And so, this practice, known as bracket shopping, has swayed people’s attitudes when shopping online.
According to a new study by Cornell University, the use of augmented reality (AR) could conjunctively place a shopper’s own body image with that of a clothing or particular garment, in an effort to improve the shopping experience.
The study using AR and shopping appeared in the Journal of Fashion Marketing and Management.
“Attitudes to the AR garment and the real garment were really high, which means the participants liked it and their purchase intentions were relatively high, though they were higher for the real garment,” said one co-author of the study, in a press release of the findings.
“This is still a promising technology, because AR can provide good visual information that improves consumer attitudes and purchase intentions. We think a company could use this technology to create a buzz when introducing a new style,” the co-author also stated.
All in all, the AR can thoroughly aid in a shopper’s visualization of the various styles, fabrics, colors, fit, comfort, and appearance of a product.
The study reached completion in 2016. The co-author concluded the following in his news release: “We can expect that as these technologies evolve, people will trust online shopping more, they will trust that they will get the right size that fits them and will look like it did on the screen.”