Self-referencing and Co-creation of AR Magic Mirror Consumers

The use of AR technology in everyday life is becoming increasingly common, with more fashion brands offering virtual fittings. This study, grounded in self-referencing theory, examines how psychological factors associated with AR virtual mirrors―such as body ownership, ownership control, and ideal self-congruence―relate to self-referencing effects and the promotion of co-creation behaviors. Self-referencing involves a psychological simulation where consumers envision themselves using a product, engaging in a vivid mental exercise that reflects their self-identity within a simulated product experience. Through AR mirrors, users focus on their own images and are attracted to products that align with their personal characteristics. potentially stimulating co-creation through consumer participation.BR/ The study surveyed consumers who have experience with AR mirrors, gathering data from 166 adult males and 174 adult females. Statistical analysis was performed on 340 questionnaires using Amos 26.0 with path analysis. The findings revealed that self-referencing positively influences co-creation behavior, while telepresence, body ownership, and rehearsal also have positive effects on self-referencing. This research highlights the significant role of self-referencing effects in consumer co-creation when utilizing AR mirrors. By identifying the factors that trigger self-referencing, this study offers insights for creating effective virtual fitting experiences that enhance consumer engagement in self-referencing and co-creation behaviors.