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

Table 3

Key themes and sub-themes.

Key themes	Sub-themes
Augmentation	(a) The application adds virtual products to users’ bodies; (b) the way the product is placed on users’ bodies seems real; (c) the products seem to be part of users’ bodies; (d) the products move together with users’ bodies when the user moves; (e) the products seem to exist in real-time.
Telepresence	(a) Users feel that they are actually at the store; (b) users feel that the visible scene is part of the actual store; (c) users can easily recognize the atmosphere of the store; (d) users feel that they can touch the products and things in the store; (e) users feel that things in the virtual environment are real.
Vividness	The quality of the image is: (a) Clear; (b) detailed; (c) vague; (d) vivid; (e) sharp; (f) well-defined
Simulator sickness	(a) Headache; (b) sweating; (c) dry mouth; (d) nausea; (e) dizziness; (f) drowsiness; (g) disorientation; (h) vomiting
Visual discomfort	(a) The sore your eyes feel; (b) the clear degree of your vision; (c) how fatigued you feel
User control	(a) Modify the position; (b) orientation; (c) features (e.g., shape, scale) of previously selected objects.
Responsiveness	(a) The speed of responses from or communications with the devices; (b) the speed at which users can navigate to access information.
Simplicity	(a) The operation is simple; (b) the content is easy to understand.