부산대학교 도서관

The purpose of this study was to identify the underlying dimensions of AR technological attributes (ARTA), and estimate the hierarchical factor models for using a virtual fitting system in fashion retailing. The sample in this study consisted of consumers in their 20s and 30s. A total of 173 usable responses were obtained from volunteers who agreed to participate in the lab experiments and a survey with a questionnaire. The first-order confirmatory factor analysis confirmed that perceived ARTA consisted of five factors: augmentation, vividness, visual comfort, responsiveness, and organized system in using the virtual fitting system. Also, the estimated second-order factor model showed that the five ARTA factors were predicted by higher-order two constructs: the first "representation fidelity" was relevant to augmentation, vividness and visual comfort, and the second "interactivity" was relevant to responsiveness and organized system. This study discussed the methodological and managerial implications for AR applications in fashion retail environments.