User Experience in VR Fashion Product Shopping: Focusing on Tangible Interactions

Jongsun Kim,Jisoo Ha

doi:10.3390/app11136170

Jongsun Kim, Jisoo Ha

Open Access

https://doi.org/10.3390/app11136170

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Abstract

It is necessary to focus on a VR environment centered on a tangible interaction (TI), which provides and interacts with the user experience (UX) with various sensational forms. Therefore, this study attempted to present UX evaluation items for VR fashion product shopping environment through focusing on the TI. In addition, the developed factors were evaluated for validity through empirical experiments and attempted to explore the possibility of using a VR shopping UX evaluation methodology. As a result of factor analysis of items related to VR shopping, six factors were extracted, and each factor was named as intention to use, playfulness, sharpness, telepresence, interactivity, and usability, respectively. As a result of a t-test for the difference in UX between immersive VR and non-immersive VR, it was found that there were significant differences in intention to use, playfulness, sharpness, and telepresence. As a result of performing a multiple regression analysis to analyze the effect of TI on the VR fashion shopping UX, it was found that interaction, playfulness, and telepresence are UX factors that are formed under the influence of TI in an immersive VR. In addition, intention to use, sharpness, telepresence, and usability were found to be factors experienced as an effect of TI in a non-immersive VR.

Highlights

As a type of multimedia appealing to multiple senses, this study examined the multisensory nature of a virtual reality (VR) environment and tried to explain the way the human body actively experiences the world through VR when applying a tangible interaction [50]
This study attempted to present user experience evaluation items in a VR fashion product shopping environment, which was limited in explanation by the existing user experience concepts and theories, by focusing on tangible interactions
The developed factors were evaluated for validity through empirical experiments and attempted to explore the possibility of using a VR shopping user experience (UX) evaluation methodology

Summary

Introduction

A new type of shopping environment based on augmented reality (AR), virtual reality (VR), and mixed reality (MR) environments is expected to become more prevalent [1]. This is an innovation in the distribution industry that started with the recent fourth Industrial Revolution and is expected to become smarter and more innovative with further developments of VR, AR, artificial intelligence (AI), and Internet of Things (IoT) [2,3]. Provides user experience caused by products or services [24,25]. Various fields,Section studies5have been some concluding remarks

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