To enhance customer satisfaction and transform negative perceptions of online apparel
shopping, fashion brands are increasingly adopting virtual fitting rooms. Despite clothing …

Extended reality (XR) has attracted the attention of both scholars and practitioners, and the
literature addressing XR in the e-commerce context has expanded. Based on the reviewed …

Purpose This study explored the influence of personalized virtual try-on (PVTO) technology
on consumer behavior in the apparel industry, focusing on decision comfort. It investigated …

Purpose This study aims to explore the impact of augmented reality (AR) technologies on
consumer information processing and value perceptions in physical stores. Specifically, it …

By blurring the boundaries between digital and physical realities, Augmented Reality (AR) is
transforming consumers' perceptions of themselves and their environments. This review …

A digital twin is a virtual data model that accurately maps and simulates a physical entity.
Consumers can use digital twin technology to try on clothes in virtual fitting rooms (VFRs) …

Augmented Reality (AR) is a technology that is emerging in the mobile world, more
specifically on smartphones. In this sense, new mobile devices have been launched and …

This paper provides a systematic literature review of studies investigating image and body
beautification tools and deep learning-based facial retouching in relation to digitally …

This paper provides a systematic literature review of studies investigating flawless
fashionable ideals, digitally-enhanced augmented reality-based perception of beauty, and …

Creating innovative, user-centered, compelling services to stand out in the competition is
more important than ever today to sustain for service provider. In this line, this study …