Acceptance of VR Shopping: Examining the Role of Technological Characteristics and Consumer Fashion Involvement

dc.contributor.author Hur, Hee Jin
dc.contributor.author Jang, Ju Yeun
dc.contributor.author Choo, Ho Jung
dc.date 2018-12-13T09:04:26.000
dc.date.accessioned 2020-06-30T05:43:01Z
dc.date.available 2020-06-30T05:43:01Z
dc.date.issued 2018-01-01
dc.description.abstract <p>The present study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on consumer’s intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The subjects of the present study were asked to experience a commercially available fashion-brand VR store through a computer monitor and their responses were measured. The results revealed the effects of the technological characteristics of the VR store on consumer beliefs. The higher the perceived vividness of the VR store, the greater the perception that it is easy to use and playful. A higher level of perceived interactivity meant a higher degree of perceived usefulness, ease of use, and playfulness. The results also showed that consumer fashion involvement had a significant impact on perceived playfulness but not on perceived usefulness and ease of use. In addition, a higher degree of perceived ease of use translated into a higher level of perceived usefulness. Regarding the effect of consumer beliefs on usage intention, the more the VR store was perceived as being useful and the greater the playfulness derived from the experience, the higher the consumer intention to adopt the shopping platform. However, the perceived ease of use had a significantly negative impact on consumer usage intention. This shows that, even if VR stores are perceived as easy to use, a lack of perceived benefits, such as usefulness or playfulness, will negate their positive impact on consumer usage intention.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2018/posters/96/
dc.identifier.articleid 3223
dc.identifier.contextkey 13352939
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2018/posters/96
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/52159
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/posters/96/2018ITAAKSCT_P07_HurJangChoo.docx|||Sat Jan 15 02:35:28 UTC 2022
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/posters/96/auto_convert.pdf|||Sat Jan 15 02:35:30 UTC 2022
dc.subject.disciplines E-Commerce
dc.subject.disciplines Environmental Studies
dc.subject.disciplines Fashion Business
dc.subject.disciplines Marketing
dc.subject.disciplines Technology and Innovation
dc.title Acceptance of VR Shopping: Examining the Role of Technological Characteristics and Consumer Fashion Involvement
dc.type event
dc.type.genre poster
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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