Purpose: This research aimed to evaluate the potential impact of implementing augmented reality (AR) on online sales by measuring customers’ perceptions of augmented and physical reality in terms of size, fit, and aesthetic appearance parameters.

Methodology: The experimental sample comprised of 91 participants. Data collection involved a one-way analysis of variance with repeated measures. The within-subjects research method (repeated measures) was employed, wherein each participant tested all scenarios (in conditions of AR fitting and traditional physical fitting of clothing). The assessment of the variables’ impact on shaping purchase intention was conducted using a multivariate analysis of variance.

Findings: It was demonstrated that AR ensures consistency in the overall impression of the product for the consumer; however, the correspondence between AR and real fitting has been only partially confirmed. The significance of self-perception during virtual try-ons in shaping purchase intention was underscored.Practical

Implications: The practical implications entailed recommending the implementation of AR solutions in online sales to enhance customer loyalty, reduce clothing returns, and increase loyalty to online purchases.

Originality: The study contributed to the further development of the “stimulus-organism-response” model for the conditions that AR shapes in online sales and provided new experimental data that aided fashion brands in leveraging the advantages of AR.

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