An analysis of the effects of interactive experiences in virtual changingrooms on consumers’ purchasing intentions

The public is increasingly embracing and acknowledging the virtual era as society develops, and more and more virtual technologies are appearing. Through virtual technology, a virtual fitting room replicates a real fitting setting. Virtual fitting rooms have given people far more convenience than conventional fitting rooms. The use of virtual changing rooms is expanding rapidly along with society’s rapid growth. This paper investigates and validates the effect of interactive experience in virtual fitting rooms on customer purchase intention using a combination of questionnaire surveys and experimental research. However, shopping confidence is directly associated with purchase intention and does not influence buy intention through the mediator. The research findings demonstrate that the association between shopping enjoyment and purchase intention is mediated by perceived VDR information content. The study’s findings can help online clothing retailers improve their use of new technologies for online marketing, and they may even experience rapid growth as they transition from online to new retail, which will ensure the industry’s long-term viability.