Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of VR Fashion Shopping Channel Characteristics and Consumer's Involvement in Channel Acceptance -Focusing on the Vividness, Interactivity and Fashion Involvement-

VR 패션쇼핑채널 특성과 소비자 관여가 채널수용에 미치는 영향 -생동감과 상호작용성, 패션관여도를 중심으로-

  • Hur, Hee Jin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Jang, Ju Yeun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 허희진 (서울대학교 의류학과) ;
  • 장주연 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2019.07.24
  • Accepted : 2019.10.09
  • Published : 2019.10.31
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Abstract

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

Keywords

References

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