I am not satisfied with my body, so I like augmented reality (AR) Consumer responses to AR-based product presentations

Augmented reality (AR)-based virtual try-on product presentations allow consumers to assess how well the displayed products match their actual bodies, unlike traditional Web-based product presentations. This study examines the important role of the consumer's perceived body image in consumer evaluation and intention to adopt AR-based virtual try-on technology. The study compares consumer responses to AR-based and traditional Web-based product presentations. The results reveal that consumers who perceive their body image as unfavorable record more favorable evaluations about AR than about traditional Web-based product presentations, while consumers who perceive their body image as favorable record no differences in their responses to the two presentations. Moreover, the positive and negative impacts of interactivity and media irritation on adoption intention are moderated by body image for AR but not for Web-based product presentations. This study not only has significant implications for researchers but also practical implications for e-tailors.