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

<table class="table-group" id="tab2"><tr><td><table class="table"><tr><td class="thead-hr" colspan="5"><hr/></td></tr><tr class="thead"><td class="align_left" rowspan="2">Focus group</td><td class="align_center" rowspan="2">Number of panel</td><td class="align_center" colspan="2">Types of technology</td><td class="align_center" rowspan="2">Tasks</td></tr><tr class="thead"><td class="align_center">AR store (FX mirror)</td><td class="align_center">VR store (VR headset)</td></tr><tr><td class="thead-hr" colspan="5"><hr/></td></tr><tr><td class="align_left">Group 1</td><td class="align_center"><i>N</i> = 7</td><td class="align_center">Roundz (eyewear)</td><td class="align_center">Olive young (cosmetic)</td><td class="align_center">AR: Visit to retail store and use FX mirror for shopping</td></tr><tr><td class="align_left">Group 2</td><td class="align_center"><i>N</i> = 7</td><td class="align_center">With-in 24 (apparel)</td><td class="align_center">Olive young (cosmetic)</td><td class="align_center">VR: Wear VR headset and visit to VR shopping for 10–15 minutes</td></tr><tr class="table-tr"><td colspan="5"><hr class="tbody-hr"/></td></tr></table></td></tr></table>

<div>Field experience setting (before interview).</div>

Mobile Information Systems

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Table 2

Table 2: Users’ Perceptions of Technological Features in Augmented Reality (AR) and Virtual Reality (VR) in Fashion Retailing: A Qualitative Content Analysis 

Table 2 | Users’ Perceptions of Technological Features in Augmented Reality (AR) and Virtual Reality (VR) in Fashion Retailing: A Qualitative Content Analysis 