Augmented Reality Apparel: An Appraisal of Consumer Knowledge, Attitude and Behavioral Intentions

Growth in the interconnectivity of the internet and mobile technology has paved the way for augmented reality (AR) to be used in apparel, engaging consumers through extended garment features, such as promotion, entertainment and information delivery. However, for this to achieve social acceptance, consumers have to be informed of the emerging technology and persuaded of its benefits. Using a qualitative methodology and the Technology Acceptance Model, this research investigated consumers' perceptions of AR's usefulness and ease of use, their attitudes regarding AR, and their behavioral intentions towards AR enabled apparel. The findings demonstrated a lack of knowledge of AR, and its applications in the apparel sector. Furthermore, whilst initial reactions to the 3D graphics and text were positive, concerns were expressed about privacy and security. The paper concludes that to move into the mainstream requires further consumer education, to inform the potential market of the possibilities that AR technology presents.