Exploring the Lived Experience of Augmented Reality in Online Fashion Shopping Among Young Consumers: A Phenomenological Study
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Abstract
The rapid integration of immersive technologies in digital commerce has transformed how consumers interact with products in virtual environments. Within online fashion retail, Augmented Reality (AR) offers users simulated experiences of trying on clothing, yet little is known about how consumers subjectively experience this technology during initial encounters. Existing research has predominantly focused on adoption behavior, leaving a gap in understanding the emotional and perceptual meanings constructed by users during first-time AR interactions. This study employs an interpretative phenomenological analysis (IPA) to explore how consumers experience AR when shopping for fashion online for the first time. Using in-depth semi-structured interviews with 12 participants aged 18–35, data were analyzed through thematic interpretation guided by IPA principles to reveal key experiential dimensions. The results identified four central themes: immersive digital engagement, emotional oscillation between excitement and uncertainty, the development of digital trust, and the emergence of consumer empowerment. These findings highlight the psychological richness of AR use, extending beyond usability into areas of identity, trust, and perceived control. The study contributes new insights into how consumers make meaning through technology-mediated experiences and emphasizes the importance of designing AR interfaces that support user comfort and emotional connection. These findings not only deepen our theoretical understanding of digital consumer behavior but also suggest new pathways for future research on immersive retail experiences.
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