Analyzing visual behavior of consumers in a virtual reality fashion store using eye tracking

Juyeun Jang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)

Abstract

This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation.

Original languageEnglish
Article number24
JournalFashion and Textiles
Volume10
Issue number1
DOIs
Publication statusPublished - Dec 2023

Keywords

  • Eye-tracking
  • Immersive virtual reality
  • Satisfaction
  • Shopping motivation
  • Virtual reality store
  • Visual behavior

ASJC Scopus subject areas

  • Cultural Studies
  • Social Psychology
  • Marketing
  • Materials Science (miscellaneous)
  • Strategy and Management

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