Beauty fitting rooms: the impact of virtual try-on consumers'attitudes and behaviour intentions

Abstract

Thanks to the advance of new technologies, online retailing has continued to thrive in the last decade. For instance, technologies like Augmented Reality (AR) revolutionized customer experience, particularly via its virtual-try-on application. Consequently, VTO provided an answer to the "fit, suit and match" dilemma that online retail always faced. Indeed, this technology is becoming popular and especially among Beauty companies. These latter recently started investing highly in VTO on social media. However, there is paucity of knowlege about the beauty VTO and its social dimensions. Accordingly, this work investigated VTO in the general beauty context, and social VTO via exploring consumers perceptions, attitudes and behavioural intentions. As a result, findings regarding VTO socialization were limited. However, VTO proved to positively impact attitudes and behavioural intentions in the beauty context. Lastly, this work revealed that beauty VTO has a higher utilitarian value.