Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as COVID-19 pandemic. This study examined relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, offline intention from an omnichannel perspective understand how VF based on augmented reality (AR) impacts customer journey. also investigated moderating effect customer’s product involvement, which personal characteristic. results reveal that high satisfaction with had positive only intentions. Brand advocacy formed after both intentions showed mediating in intention. involvement was confirmed. Moreover, significantly negative influence detected for customers who were more involved sneakers products. These indicate VF, used tool apps, can achieve drive purchases, thus leading purchases advocacy.