IIMS Journal of Management Science
issue front

Vijay Rathee1 and Sarita Kumari2

First Published 23 Feb 2022. https://doi.org/10.1177/0976030X211051095
Article Information Volume 13, Issue 1 January 2022 (Special Issue)
Corresponding Author:

Vijay Rathee, MDU-CPAS, Gurugram, Haryana 122001, India.
Email: vijayrathee1@yahoo.com

1 MDU-CPAS, Gurugram, Haryana, India

2 Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage).


During the lockdown period of this pandemic, online retailing is getting the place of offline retail. This study provides an insight about the mental imagery of customers toward the new developing technology: virtual try-on. This descriptive study provides empirical evidence that virtual try-on technology influences the customer’s mental imagery toward the product presented on an online platform. Primary data were collected from 142 online customers of the Delhi NCR region. Various journals, websites, and reports were used to collect secondary data. Mean, standard deviation, and one sample t-test were used to study the significance of different dimensions on mental imagery toward virtual try-on technology in this pandemic period. Three dimensions of mental imagery have been studied, namely “vividness, quantity, and elaboration.” The findings of this study show that virtual try-on technology positively influences all the dimensions of mental imagery. E-tailers might get help from these findings and frame their strategies accordingly to attract more traffic on their website, increase sales outcomes, and get competitive advantages during and after this pandemic.


Augmented reality, virtual try-on, mental imagery, vividness, elaboration

JEL Classification: M31, O33, O31, O32


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