Abstract
This innovative research integrates methodologies from two distinct studies to advance our comprehension of immersive virtual experiences within the realms of fashion and e-commerce. By amalgamating insights from both methodologies, this refined approach introduces novel components, including a virtual shopping environment, post-VR shopping behavior analysis, biometric data collection, extended interviews, longitudinal study design, and control group implementation. Participants engaged in 360-degree VR fashion shows and virtual shopping experiences using the Oculus Quest 2, while their physiological responses were meticulously monitored. Following the VR encounters, participants navigated a virtual store, and their subsequent shopping behavior was methodically tracked. Extended interviews delved into enduring effects, while a longitudinal study examined the evolution of attitudes over a three-month period. The inclusion of a control group ensured the robustness of causal inferences. This sophisticated methodology promises a comprehensive exploration of the intricate interplay between immersive virtual encounters and consumer behaviors, providing nuanced insights into the evolving landscape of virtual consumption. By embracing cutting-edge elements such as biometric data and virtual shopping environments, this research aims to unravel the multifaceted effects of immersive virtual experiences, contributing to a deeper understanding of consumer interactions with virtual environments and shaping the future trajectory of fashion and e-commerce.
Published Version
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