What is Virtual Fitting Room

Augmented reality (AR) try-on services have been proven to enhance customer engagement and purchase intentions by enabling users to experience the sense of flow. While few studies focused on the design principles of mobile AR services, little has been done regarding the role of flow in consumer experience whilst interacting with try-on services. This chapter reviews the current design principles of mobile AR and examines its influence in consumer flow state. Through a task-based semi-structured interview with consumers (n=9), it was possible to observe that all participants did not enter the flow state due to lack of perceived control and familiarity with the technology. Finally, this chapter provides recommendations for enhancing the flow experience of mobile AR try-on services. It is expected that this chapter might be of interest to retailers and researchers willing to explore mobile AR effectiveness through try-on-services such as the virtual fitting room (VFR).