Users’ Perceptions of Technological Features in Augmented Reality (AR) and Virtual Reality (VR) in Fashion Retailing: A Qualitative Content Analysis

Table 1

The difference between VR and AR.

	VR	AR
Generated image	Virtual	Combination of virtual and reality
Main environment	Virtual environment	Real environment
Interacting object	Virtual object	Both virtual and real objects
Effect achieved	Users explore the environment from a subjective perspective inside the virtual environment, can integrate multiple sensory interaction effects, can move avatars in the space, and can also change the environment and objects in the virtual space	The virtual information and the real image of the user are mapped to the output device at the same time. The user can use this mapping in the real environment to freely experience the virtual product and view the virtual information related to the product