From tech to touch: self-concept and testimonials in AR try-on versus website

Abstract

Purpose

One of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept and testimonials through an augmented reality (AR) try-on app versus a website.

Design/methodology/approach

An online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios: AR try-on app or website experience and positive versus negative reviews presence.

Findings

The findings indicate positive effects of ideal self-congruence on purchase intention and confidence in fit. Low self-esteem consumers experience greater ideal self-congruence using AR when compared to the website. Confidence in fit partially mediates between ideal self-congruence and purchase intention. Higher levels of diagnosticity of reviews conduct to higher levels of purchase intention.

Originality/value

This study contributes to interactive marketing by exploring the effect of appearance self-esteem in the relationship between AR app versus website and ideal self-congruence and how this influences consumer behavior. In addition, the study also emphasizes the role of testimonials in shaping consumer intentions.

Citation

Aleem, A., Loureiro, S.M.C. and Martinho, J. (2023), "From tech to touch: self-concept and testimonials in AR try-on versus website", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-07-2023-0222