Immersive Commerce in Fashion: Evaluating the Influence of AR/VR-Driven Marketing on Online Garment Purchase Decisions

Abstract

The emergence of immersive technologies such as Augmented Reality (AR) and Virtual Reality (VR) has revolutionized the landscape of digital retail, giving rise to Immersive Commerce (I-Commerce)—a paradigm that merges sensory engagement with online shopping experiences. In the fashion industry, AR/VR-driven marketing enables customers to virtually try on garments, visualize fit, texture, and style, and make informed purchase decisions without physical trials. This paper investigates the impact of AR/VR-based marketing interventions on consumer behavior, purchase intention, and brand perception in online garment retail. The proposed analytical model integrates the Technology Acceptance Model (TAM) and Stimulus-Organism-Response (S-O-R) framework to evaluate the cognitive, emotional, and behavioral dimensions of user engagement. Empirical findings derived from a survey of 500 online fashion consumers reveal that immersive visualization significantly enhances perceived usefulness, enjoyment, and trust, thereby increasing purchase likelihood by 34% compared to traditional e-commerce interfaces. Furthermore, virtual try-on and 3D product customization features strengthen brand loyalty and reduce return rates by 22%. The study concludes that AR/VR-powered immersive marketing not only bridges the gap between physical and digital retail experiences but also establishes a transformative pathway toward higher consumer satisfaction and sustainable growth in fashion e-commerce.