Schmitt, DanielaHatzidaki, Michaela2024-09-262024-09-262023-01-232023-01-23http://hdl.handle.net/10362/172444Virtual Try-Ons have recently emerged as a new type of augmented reality application aiming at personalising the customer’s online shopping experience and enabling the visualisation of unique value from the ownership of the product. As such, augmented reality has significantly impacted online fashion retail. The lack of sovereignty over personal data due to amplified data tracking represents an obstacle to the adoption of new technologies. This research explores how customers respond to virtual try-on features and analyses the trade-off between willingness to share personal data and the perceived added value to the shopping experience related to different types of products.engMarket segmentationPost-hoc segmentationCustomer personasK-means clusteringVirtual try-onsExpertsQualitative interviewsSemi-structured interviewmaster thesis203364562