Feasibility and user experience of virtual reality fashion stores

Fashion and Textiles - Tập 5 Số 1
Minjung Park1, Hyunjoo Im2, Do Yeon Kim2
1Sigmund Weis School of Business, Susquehanna University, 514 University Ave., Selinsgrove, PA, 17870, USA
2Retail Merchandising, University of Minnesota, 240 McNeal Hall, 1985 Buford Avenue, St. Paul, MN, 55108, USA

Tóm tắt

AbstractVirtual reality (VR) is a computer-simulated, realistic three-dimensional environment. VR heightens a user’s sense of being in the environment and enables the user to interact with the environment. We propose that VR can be a very cost-effective way to evaluate fashion retail store designs because of the ease of developing and adjusting the store designs as well as its ability to allow users to closely mimic the real store shopping experience. Also, these benefits create an opportunity for consumer researchers to investigate realistic shopper behaviors. In order to assess the effectiveness of using VR fashion retail store models in developing store designs and in understanding the way shoppers interact with the stores, an experiment with 40 female undergraduate students was conducted. This case study was written to share the advantage of using VR and the challenges VR uniquely presents with both fashion retailers and scholars. Implications for fashion retail store designers and managers as well as consumer researchers are discussed.

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