Bridging Immersive IS Design and Economic Value: Creating More Product Recommendations Through Inspiring and Interactive Virtual Try-Ons

The present study explores the impact that varying levels of interactivity in augmented reality in virtual try-on applications have on both inspiration and the intention to recommend. We conducted a randomized online experiment that compared three levels of interactivity in augmented reality: (1) non-interactive product photos as control (no AR interactivity), (2) photo-based virtual try-on (low AR interactivity), and (3) live-video virtual try-on (high AR interactivity). Our findings indicate that live-video virtual try-on – which is characterized by high interactivity – has greater potential to foster inspiration as compared with the other two interactivity levels. This heightened state of inspiration subsequently leads to a stronger inspiration to buy products and to greater recommendation intentions. This research extends the understanding of how immersive technology can evoke inspiration and create economic value by offering both theoretical and practical insights. In particular, our research demonstrates that interactivity is a crucial IS design variable that explains the successful implementation of immersive and inspiring user experiences in the context of virtual try-ons.