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Purpose The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness. Design/methodology/approach Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software. Findings The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience. Research limitations/implications This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will. Practical implications Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products. Originality/value Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.
Huang et al. (Wed,) studied this question.