• The Journal of the Convergence on Culture Technology
• /
• v.9 no.4
• /
• pp.601-610
• /
• 2023

The study analyzed the effect of VMD components of virtual reality (VR) stores on the psychological effectiveness of technology acceptance. As a result of the analysis, among the VMD components of fashion virtual reality (VR) stores, experientiality, aesthetics, and suitability had a significant positive effect on perceived usefulness, perceived ease of use, and perceived enjoyment. There was no significant effect on perceived usefulness, perceived ease of use, or perceived enjoyment. The results of this study are significant in that they conducted an empirical study on the intention of use due to the VMD components of a fashion virtual reality (VR) store, which was rarely covered in previous studies on fashion virtual reality (VR) stores.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.4
• /
• pp.387-395
• /
• 2022

This study empirically studied the effect of the characteristics of consumer experience in a virtual store in the metaverse of a fashion brand on consumers' perceived utility and self-congruence for the medium. As a result of the analysis, all three factors (reality, ubiquity, anonymity) of the fashion brand metaverse virtual reality store experience had a significant positive effect on the perceived avatar consistency. On the other hand, realism and ubiquity had a significant positive effect on perceived fun, but the effect of anonymity on perceived fun was not significant. On the other hand, perceived avatar identity was found to have a significant positive effect on perceived consumer-brand self-congruence. Finally, it was found that the perceived fun in the metaverse fashion brand virtual reality store had a statistically significant positive effect on perceived consumer-brand self-congruence.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.48 no.6
• /
• pp.1211-1225
• /
• 2024

This study examines the impact of informational messaging and eco-conscious ambiances in online virtual reality (VR) fashion stores on consumers' intentions for eco-friendly consumption. By focusing on three dimensions of message informativity and the persuasive power of eco-friendly consumption messages, we investigate how immersive VR environments can foster eco-friendly consumption. Using a three-dimensional VR store simulation with eco-friendly and modern designs, the study assessed the effects on consumers' perceptions and intention through the elaboration likelihood model and cue consistency theory. Participants experienced the VR store under two primary visit motivation typess-browsing versus purchasing-and two store ambiance types-eco-friendly versus modern-and then completed online surveys. Results The results indicated that the eco-friendly VR ambiance significantly increased the perceived informativity and persuasiveness of eco-conscious consumption messages, particularly among exploratory shoppers. Reliability emerged as the most influential factor in boosting message persuasiveness and eco-friendly consumption participation intentions. These findings suggest that VR technology can effectively promote sustainable fashion by creating reliable, immersive experiences. Given that current VR store visits are often motivated by interest-based browsing rather than by specific purchase intent, this study contributes to the understanding of the eco-conscious consumption messaging and communication strategies in the new fashion retail space.

• Journal of Korea Multimedia Society
• /
• v.9 no.9
• /
• pp.1184-1195
• /
• 2006

The Internet has brought many changes in our daily lives. Now the recognition on the Internet fashion shopping matt has increased and it requires scientific and systematic research to understand the Internet fashion marketing system more correctly and to strengthen the marketing activity at the virtual space. A big shortcoming of an Internet fashion mall is that the consumers can't wear clothes themselves. Currently there is no system to cover the shortcoming, It would be nice if a 3D avata wears the clothes on behalf of a consumer after inputting the information of physical sizes of a consumer. The consumers can select many clothes, accessories and even the background. After establishing a complete virtual fashion shopping mall, the consumers who sue the Internet fashion shopping mall could wear the clothes at an online shop establishing an online shopping environment. It will be a sole way to ensure the trust of the consumers. This paper studies the read in reflection by PC camera and sample the edge detection. Virtual fitting system that wears virtual fitting model some clothes is establishment.