Virtual reality luxury fashion show: how imaginary space influences brand word‑of‑mouth

The proliferation of digital technologies and the development of virtual reality (VR) have enabled the fashion industry to implement virtual fashion shows, thereby improving the consumer experience. This study explores the effect of the imaginary space created by virtual fashion shows on consumers’ perceived benefit, risk, and brand word-of-mouth (WOM). A survey is conducted to investigate how consumers perceive imaginary space and its effectiveness as a marketing tool. This study identified four aspects of imaginary space: immersion, interaction, agency, and presence. Using the stimulus–organism–response model, this study finds a significant effect of imaginary space on the generation of brand WOM. Furthermore, this study found that perceived benefit and risk mediate the relationship between imaginary space and brand WOM. Empirical findings can help academics and practitioners manage VR marketing campaigns using fashion shows.