How Consumers Respond to AR-Based Virtual Try-On When They Are Not Happy About Themselves

摘要

This study seeks to explore how consumers’perceived body image guides consumers’differentiated responses to AR-based product presentations, compared with the traditional Web presentations.In addition, this study explore how body image comes into play, given two representative media features of AR-interactivity and media irritation-affect consumers’intention to adopt AR both positively and negatively. H1.Consumers with an unfavorable body image will show a more positive attitude toward the technology in the case of AR than the Web, whereas those with a favorable body image will show the same attitude toward both AR and the Web. H2.Consumers with an unfavorable body image will show greater intention to adopt the technology in the case of AR than the Web, whereas those with a favorable body image will show the same level of intention to adopt AR and the Web. H3.Consumers with an unfavorable body image will derive greater media usefulness from AR than the Web, whereas those with a favorable body image will derive an equivalent level of media usefulness across both technologies.