KOREASCHOLAR

THE EFFECTS OF VR FASHION STORES OF VISUAL TACTILE AND PRESENCE ON CONSUMER ATTITUDE

Sanghoon Lee, Eunju Ko, Minjung Cho
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422741
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.734
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Digital fashion represents key technologies for the online environment, and it has been used as a new marketing strategy for the fashion industry. As consumer digital experience has been diversified, research on the effect on consumer attitudes and behavior toward digital fashion needs to be investigated. This study examines the effect of visual tactile and presence of VR fashion stores on consumer attitude via consumer surveys. Visual tactile and presence positively influence consumer experience which includes fantasy, feeling, and fun. In addition, these three experiences positively affect consumer attitude. The moderating effect of cyber motion sickness is discussed. Academic and practical implications for digital fashion are provided.

Keyword
Digital fashionVR fashionConsumer experienceFantasyFeelingFunVisual tactile Cyber sickness
Author
  • Sanghoon Lee(Yonsei University, Republic of Korea)
  • Eunju Ko(Yonsei University, Republic of Korea)
  • Minjung Cho(Yonsei University, Republic of Korea)