Abstract
The development of digital technology has revolutionized mobile devices, causing users to place a higher value on aesthetics and design convenience. In this context, this study analyzed the impact of the virtual fashion platform user experience on purchase intention through customer immersion. The results revealed that the experience characteristics of using virtual fashion platforms positively influenced customer immersion and purchase intention. Furthermore, customer immersion was found to be directly linked to purchase intention. Additionally, customer immersion mediated the influence of VFP user experience characteristics on purchase intention. This study provides important basic data for companies to establish strategies for maintaining and improving their market competitiveness by examining how the application of virtual fashion platforms innovatively changes the relationships between brands and consumers in the digital economy era.
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