TY - GEN
T1 - Augmented Shopping: Virtual Try-On Applications in Eyewear E-retail.
AU - Konarzewski, Bianca
AU - Reiner, Michael
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2023/8/30
Y1 - 2023/8/30
N2 - Transformation of trends in online shopping is arising from the changing needs of consumers and expansion in online activity, especially among the tech-savvy generation of Millennials. The biggest disadvantage of e-retailers, especially among those that sell experience goods like eyewear and watches, is the lack of physical apprehension. In eyewear retail, consumers are increasingly being offered to try on items online with Virtual Try-on applications. However, while general online shopping increases during the COVID-19 pandemic, among eyewear retail, online sales do not significantly rise. Therefore, the goal of this paper is to investigate how Virtual Try-on tools impact the Millennial consumers’ shopping behavior regarding eyewear in the DACH region. Moreover, it is also analyzed if Virtual Try-on tools are beneficial for eyewear retailers in the DACH region. The outcomes of the qualitative research indicate that Virtual Try-on technology in eyewear retail has an impact on the Millennial consumers’ shopping behavior in the DACH region, as the technology enhances the shopping experience by being perceived as a tool with great utility. Therefore, individuals shift from buying in-store to also browsing for products and purchasing eyewear online. However, while Virtual Try-on tools can be a beneficial application for large eyewear retailers, small retailers struggle with the large investment volume of implementing the technology. Nevertheless, results indicate that the potential of Virtual Try-on in eyewear retail in the DACH region is perceived as being high.
AB - Transformation of trends in online shopping is arising from the changing needs of consumers and expansion in online activity, especially among the tech-savvy generation of Millennials. The biggest disadvantage of e-retailers, especially among those that sell experience goods like eyewear and watches, is the lack of physical apprehension. In eyewear retail, consumers are increasingly being offered to try on items online with Virtual Try-on applications. However, while general online shopping increases during the COVID-19 pandemic, among eyewear retail, online sales do not significantly rise. Therefore, the goal of this paper is to investigate how Virtual Try-on tools impact the Millennial consumers’ shopping behavior regarding eyewear in the DACH region. Moreover, it is also analyzed if Virtual Try-on tools are beneficial for eyewear retailers in the DACH region. The outcomes of the qualitative research indicate that Virtual Try-on technology in eyewear retail has an impact on the Millennial consumers’ shopping behavior in the DACH region, as the technology enhances the shopping experience by being perceived as a tool with great utility. Therefore, individuals shift from buying in-store to also browsing for products and purchasing eyewear online. However, while Virtual Try-on tools can be a beneficial application for large eyewear retailers, small retailers struggle with the large investment volume of implementing the technology. Nevertheless, results indicate that the potential of Virtual Try-on in eyewear retail in the DACH region is perceived as being high.
KW - Augmented Reality
KW - Augmented Shopping
KW - Consumer Shopping Behavior
KW - Virtual Try-on
UR - http://www.scopus.com/inward/record.url?scp=85172723328&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-42310-9_21
DO - 10.1007/978-3-031-42310-9_21
M3 - Conference contribution
SN - 9783031423093
T3 - Communications in Computer and Information Science
SP - 289
EP - 299
BT - Systems, Software and Services Process Improvement - 30th European Conference, EuroSPI 2023, Proceedings
A2 - Yilmaz, Murat
A2 - Clarke, Paul
A2 - Riel, Andreas
A2 - Messnarz, Richard
ER -
