Implementation of Virtual Try-On Product to Enhance Customer Satisfaction
DOI:
https://doi.org/10.31849/digitalzone.v15i2.20845Keywords:
augmented reality, E-commerce, Customer Satisfaction, System Development Life Cycle (SDLC), Virtual Try-OnAbstract
In the digital age, customer experience is key to business success. Augmented Reality (AR) technology offers immense potential to enhance the shopping experience, particularly through virtual try-on features. This research aimed to analyze the impact of implementing AR Product, specifically the virtual try-on feature, on customer satisfaction at PT Dua Naga Kosmetindo. The study employed the System Development Life Cycle (SDLC) waterfall model to develop and implement the virtual try-on feature on the E-Colux website. Black Box testing and User Acceptance Testing (UAT) were conducted to assess the success of the implementation and user acceptance levels. Black Box testing revealed a 100% success rate, while UAT yielded an average score of 87.7%. The results indicated a significant positive correlation between the use of virtual try-on and customer satisfaction, particularly in the dimension of product satisfaction (86%-95%). Female respondents and younger generations exhibited higher satisfaction levels. This research demonstrates that the implementation of virtual try-on can significantly enhance customer satisfaction. However, further research with a larger and more diverse sample is needed to generalize these findings. Additionally, studies on the long-term impact of virtual try-on on customer loyalty and business performance are warranted.
References
M.-T. Ho, N.-T. B. Le, P. Mantello, M.-T. Ho, and N. Ghotbi, “Understanding the acceptance of emotional artificial intelligence in Japanese healthcare system: A cross-sectional survey of clinic visitors’ attitude,” Technol. Soc., vol. 72, p. 102166, 2023, doi: https://doi.org/10.1016/j.techsoc.2022.102166.
V. Lavoye, A. Tarkiainen, J. Sipilä, and J. Mero, “More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping,” J. Bus. Res., vol. 169, no. August, 2023, https://doi.org/10.1016/j.jbusres.2023.114247.
C. Chi, X. Zeng, P. Bruniaux, and G. Tartare, “An intelligent recommendation system for personalised parametric garment patterns by integrating designer’s knowledge and 3D body measurements.,” Ergonomics, 2024, doi: 10.1080/00140139.2024.2332772.
K. Bartol et al., “Linear Regression vs. Deep Learning: A Simple Yet Effective Baseline for Human Body Measurement,” Sensors, 2022, https://doi.org/10.3390/s22051885.
S. Bialkova and C. Barr, “Virtual Try-On: How to Enhance Consumer Experience?,” in 2022 IEEE Conference on Virtual Reality and 3D User Interfaces Abstracts and Workshops (VRW), 2022, pp. 1–8. https://doi.org/10.1109/VRW55335.2022.00059.
H. Ghodhbani et al., “You can try without visiting: a comprehensive survey on virtually try-on outfits,” Multimed. Tools Appl., 2022, https:doi.org/10.1007/s11042-022-12802-6.
I. Santesteban, I. Santesteban, M. Á. Otaduy, M. A. Otaduy, D. Casas, and D. Casas, “Learning-Based Animation of Clothing for Virtual Try-On,” arXiv Comput. Vis. Pattern Recognit., 2019, https:/doi.org/10.1111/cgf.13643.
I. Santesteban, M. Otaduy, N. Thürey, and D. Casas, “ULNeF: Untangled Layered Neural Fields for Mix-and-Match Virtual Try-On,” Neural Inf. Process. Syst., 2022, doi: null.
P. Pfeifer, T. Hilken, J. Heller, S. Alimamy, and R. Di Palma, “More than meets the eye: In-store retail experiences with augmented reality smart glasses,” Comput. Human Behav., vol. 146, no. November 2022, p. 107816, 2023, https://doi.org/10.1016/j.chb.2023.107816.
C. D. Schultz and H. Kumar, “ARvolution: Decoding consumer motivation and value dimensions in augmented reality,” J. Retail. Consum. Serv., vol. 78, no. January, p. 103701, 2024, https://doi.org/10.1016/j.jretconser.2023.103701.
N. Fang, L. Qiu, S. Zhang, Z. Wang, and K. Hu, “PG-VTON: A Novel Image-Based Virtual Try-On Method via Progressive Inference Paradigm,” IEEE Trans. Multimed., 2023, https://doi.org/10.1109/tmm.2024.3354622.
S. Lee, G. Gu, S. Park, S. Choi, and J. Choo, “High-Resolution Virtual Try-On with Misalignment and Occlusion-Handled Conditions,” Eur. Conf. Comput. Vis., 2022, https://doi.org/10.48550/arxiv.2206.14180.
X. Guo, Z. Chen, M. Gao, and X. Ma, “Synchronous Fabrication of Custom One-piece Glass Fiber Post-and-core and Zirconia Crown by a Fully Digital Workflow,” Oper. Dent., 2023, https://doi.org/10.2341/20-030-s.
A. Z. Fathurrahman, D. I. S. Utami, and K. A. Safitri, “Utilization of Augmented Reality as a Solution for Vernacular Language Approaches to Recognize an Object Through Speech Recognition,” Int. J. Res. Appl. Technol., 2023, https://doi.org/10.34010/injuratech.v3i1.9954.
H. Yang et al., “Towards Photo-Realistic Virtual Try-On by Adaptively Generating↔Preserving Image Content,” Comput. Vis. Pattern Recognit., 2020, https://doi.org/10.1109/cvpr42600.2020.00787.
A. L. Setyabudhi, “View of Rancang Bangun Sistem Ecommerce Berbasis Web Dengan Model Business to Consumer Pada Olshop Princess Na,” Eng. Technol. Int. J., vol. 3, no. 1, pp. 15–25, 2021, [Online]. Available: http://www.mand-ycmm.org/index.php/eatij/article/view/63/59
F. Yu et al., “VTON-MP: Multi-Pose Virtual Try-On via Appearance Flow and Feature Filtering,” IEEE Trans. Consum. Electron., 2023, https://doi.org/10.1109/tce.2023.3306206.
C.-Y. Chen, Y.-C. Chen, H.-H. Shuai, and W.-H. Cheng, “Size Does Matter: Size-aware Virtual Try-on via Clothing-oriented Transformation Try-on Network,” IEEE Int. Conf. Comput. Vis., 2023, https://doi.org/10.1109/iccv51070.2023.00691.
W. W., “Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality,” J. Hosp. Tour. Technol., vol. 10, p. 539, 2019.
D. Marelli, D. Marelli, S. Bianco, S. Bianco, G. Ciocca, and G. Ciocca, “Designing an AI-Based Virtual Try-On Web Application,” Sensors, 2022, https://doi.org/ 10.3390/s22103832.
Downloads
Published
Issue
Section
License
Jurnal Digital Zone is licensed under aCreative Commons Attribution-ShareAlike 4.0 International License.
