The Effect of Presence on Consumers\u27 Responses to Virtual Mirror Technology (original) (raw)

Virtual mirror, an increasingly popular application of augmented reality (AR), allows consumers to view their visages overlaid with product images on digital displays. This study investigates the effect of presence on consumers\u27 responses to AR- (versus virtual reality (VR-) based virtual mirror technology. Results show that AR-based presentation is more likely to induce presence than VR-based presentation, thereby leading to greater mental imagery, favorable virtual mirror attitude, and stronger purchase intentions. Implications for digital retailers in the fashion industry are discussed