Emotional Encounters and Digital Intimacy: Exploring Consumer Experiences with Augmented Reality in Fashion E-Commerce

Abstract

Augmented Reality (AR) has emerged as a transformative tool in digital marketing, particularly in fashion e-commerce, where it enhances consumer interaction and engagement. While prior studies have focused on behavioral outcomes of AR, little is known about the emotional and symbolic experiences consumers derive from these interactions. This study addresses that gap by asking: how do consumers emotionally experience AR features in fashion e-commerce, and what meanings do they assign to these interactions? Using Interpretative Phenomenological Analysis (IPA), this study explores the lived experiences of twelve urban consumers who have engaged with AR try-on features in fashion retail applications. Data were collected through in-depth, semi-structured interviews and analyzed thematically to uncover essential themes such as digital intimacy, emotional engagement, technological trust, and self-expression. Key findings reveal that AR try-ons evoke a sense of playful experimentation, emotional connection, and increased confidence in purchase decisions. Participants described AR as a medium for personal storytelling and identity reinforcement, often interpreting it as a bridge between physical and digital self-expression. The findings show that AR interactions are perceived as emotionally resonant and identity-relevant, fostering stronger consumer-brand connections beyond functional engagement. These insights highlight the value of phenomenology in uncovering affective dimensions that traditional quantitative approaches often overlook. The results contribute to a richer understanding of how immersive technologies shape consumer perception and behavior, and offer a theoretical foundation for future research on digital consumer experiences.