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Augmented Shopping: Virtual Try-On Applications in Eyewear E-retail

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Systems, Software and Services Process Improvement (EuroSPI 2023)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1891))

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Abstract

Transformation of trends in online shopping is arising from the changing needs of consumers and expansion in online activity, especially among the tech-savvy generation of Millennials. The biggest disadvantage of e-retailers, especially among those that sell experience goods like eyewear and watches, is the lack of physical apprehension. In eyewear retail, consumers are increasingly being offered to try on items online with Virtual Try-on applications. However, while general online shopping increases during the COVID-19 pandemic, among eyewear retail, online sales do not significantly rise.

Therefore, the goal of this paper is to investigate how Virtual Try-on tools impact the Millennial consumers’ shopping behavior regarding eyewear in the DACH region. Moreover, it is also analyzed if Virtual Try-on tools are beneficial for eyewear retailers in the DACH region.

The outcomes of the qualitative research indicate that Virtual Try-on technology in eyewear retail has an impact on the Millennial consumers’ shopping behavior in the DACH region, as the technology enhances the shopping experience by being perceived as a tool with great utility. Therefore, individuals shift from buying in-store to also browsing for products and purchasing eyewear online. However, while Virtual Try-on tools can be a beneficial application for large eyewear retailers, small retailers struggle with the large investment volume of implementing the technology. Nevertheless, results indicate that the potential of Virtual Try-on in eyewear retail in the DACH region is perceived as being high.

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Authors and Affiliations

  1. IMC University of Applied Science Krems, Krems, Austria

    Bianca Konarzewski & Michael Reiner

Authors
  1. Bianca Konarzewski
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  2. Michael Reiner
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Correspondence to Michael Reiner .

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Editors and Affiliations

  1. Gazi University, Ankara, TĂĽrkiye

    Murat Yilmaz

  2. Dublin City University, Dublin, Ireland

    Paul Clarke

  3. Grenoble Alpes University, Grenoble, France

    Andreas Riel

  4. I.S.C.N. GesmbH, Graz, Austria

    Richard Messnarz

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Konarzewski, B., Reiner, M. (2023). Augmented Shopping: Virtual Try-On Applications in Eyewear E-retail. In: Yilmaz, M., Clarke, P., Riel, A., Messnarz, R. (eds) Systems, Software and Services Process Improvement. EuroSPI 2023. Communications in Computer and Information Science, vol 1891. Springer, Cham. https://doi.org/10.1007/978-3-031-42310-9_21

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  • DOI: https://doi.org/10.1007/978-3-031-42310-9_21

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  • Print ISBN: 978-3-031-42309-3

  • Online ISBN: 978-3-031-42310-9

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