Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effects of Shopping Motivation and Telepresence in VR Fitting Room Applications on Consumer Response

VR 피팅 애플리케이션의 쇼핑 동기와 텔레프레젠스가 소비자 반응에 미치는 영향

  • Choi, Woolim (Dept. of Fashion Industry, Ewha Womans University) ;
  • Kim, Hee Yoon (Dept. of Fashion Industry, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • 최우림 (이화여자대학교 의류산업학과) ;
  • 김희윤 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2021.09.28
  • Accepted : 2021.10.29
  • Published : 2021.10.31
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Abstract

In the era of COVID-19 and advanced ICT technology, retail technologies such as those that use virtual reality(VR) have been drawing significant attention in the fashion industry. This study investigated the impact of shopping motivation and telepresence on consumer attitude, trust, and behavioral intentions in VR fitting room application environments. An online survey was conducted on female consumers in their 20s and 30s after exploring a VR fitting room application. Overall, 225 responses were used for the analysis. The study demonstrated that usefulness had a significant effect on attitude toward product (ATP) and trust toward app (TTA), while enjoyment had a significant effect on ATP, but did not significantly affect TTA. Telepresence did not significantly affect TTA, but had a significant influence on ATP and behavioral intention. TTA had a significant influence on ATP, and both ATP and TTA had significant effects on behavioral intention. Moreover, the effects of usefulness, enjoyment, and telepresence on ATP, TTA, and behavioral intention were significant, as the self-congruity between consumers and avatars increased. The application of the motivation theory and technology acceptance model offers theoretical perspectives for understanding VR fitting room application users' attitudinal and behavioral responses in mobile shopping environments. In addition, this study provides practical implications to mobile retailers that utilize advanced technologies.

Keywords

Acknowledgement

이 논문은 2019학년도 이화여자대학교 대학원 장학금 지원에 의한 논문임. 본 논문은 2016년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2016S1A5A2A03927809).

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