Open AccessPossibilities and limits of virtual and augmented reality in the purchase decision process for clothing
Author(s) -
Bastian Quattelbaum,
Christof Breckenfelder,
Jens Voigt,
Leonie Maas
Publication year - 2022
Publication title -
communications in development and assembling of textile products
Language(s) - English
Resource type - Journals
ISSN - 2701-939X
DOI - 10.25367/cdatp.2022.3.p42-50
Subject(s) - augmented reality , clothing , purchasing , process (computing) , virtual reality , computer science , computer mediated reality , decision making , human–computer interaction , fast fashion , mixed reality , business , marketing , archaeology , history , operating system
This paper examines the influence of virtual and augmented reality on the purchasing decision-making process for clothing. The aim of the study is to gain well-founded insights into the possibilities and limitations of using virtual and augmented reality (VR and AR) techniques in that process. It can be shown that VR and AR applications as interactive systems can offer valuable support in the purchasing decision-making process. New chances and possibilities arise for future shopping in virtual or augmented realities, in which customers are supported in their decision-making. So far, the simulation of visual properties, the limited range of offered pieces, the lack of customer acceptance as well as high barriers to entry and expensive hardware solutions have weakened the full exploitation of potential.