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

Table 4

Frequency of excerpts in AR and VR technological factors

Key themes	Total	AR	VR
Augmentation	28	28
Telepresence	17		17
Vividness	16	11	5
Simulator sickness	14		14
Visual discomfort	9		9
User control	25	13	12
Responsiveness	11	8	3
Simplicity	9	9
Total (%)	129 (100%)	69 (54%)	60 (46%)