Abstract
Background/Objectives: This study was to predict experience satisfaction and use intention in the context of shopping at the virtual reality (VR) fashion store. Specific objectives were to compare regression models on the predictors of experience satisfaction and use intention between different types of VR devices, such as Head Mounted Display (HMD) vs. Personal Computer (PC).
 Methods: The VR store of fashion brand X was selected as a stimulus for experimental design with immers ive (HMD) and non-immersive (PC) types. A self-administered questionnaire was developed to measure technological attributes, mental imagery, choice heuristics, experience satisfaction, and use intentions. Two groups of participants were separately experienced the VR store with HMD and PC. A total of 262 usable data were obtained from consumers who were aged from 20s. For data analysis, exploratory factor analysis, t-test, and regression analysis were used via SPSS program.
 Results: The control and vividness were significant predictors of experience satisfaction in the immer sive type, while technological attributes and mental imagery were significant predictors in the non- immersive type. Also, there were differences on the predictors of use intentions between two types. The non-immersive type had a higher prediction power than did the immersive type.
 Conclusion/Implications: This study discussed managerial implications for the strategic VR store management in the fashion retail context.
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