Individuals with low self-esteem benefit most from interactivity in virtual try-on systems

This study investigates how self-esteem and gender influence the potential of interactive augmented reality (AR)-based virtual try-on systems (VTOs) to improve the virtual product experience (VPE). In particular, we examine the impact of self-esteem and gender on the influence of varying levels of interactivity in virtual product presentation formats on two key determinants of VPE, i.e., user engagement and product enticement. In a between-subjects online experiment, 265 participants were randomly assigned to one of three interactivity conditions: no AR, low AR VTO, and high AR VTO. For each condition, they evaluated three products (eyewear) within an online store setting and indicated their subjective engagement and enticement. Results show that high AR interactivity significantly increased both engagement and enticement. Furthermore, self-esteem was positively associated with both VPE outcomes, and engagement increased with interactivity more strongly among individuals with lower self-esteem than among those with higher self-esteem. These findings extend current VPE frameworks by integrating psychological user characteristics and offer practical implications for the design of inclusive and user-centered product presentation formats. • The study links self-esteem and interactivity in virtual product experiences (VPE). • In an experiment, 265 participants tested photo and AR product presentations. • Interactivity increased key metrics of the VPE, i.e., engagement and enticement. • Interactivity had stronger effects on VPE for individuals with lower self-esteem. • Results indicate the importance of user-centered design for diverse customer needs.