How to Engage Fashion Retail with Virtual Reality: A Consumer Perspective

  • Liangchao XueEmail author
  • Christopher J. Parker
  • Cathryn A. Hart
Part of the Progress in IS book series (PROIS)


Highly valued consumer experiences occur when designers understand how emerging technology—such as Virtual Reality—is presented in an emotionally engaging format. For fashion retailers to ensure longevity through new retail models, designers must understand how Virtual Reality can offer an exceptional retail experience. Our research addresses this question by interviewing 22 young professionals on attitudes towards Virtual Reality, motivation to shop through v-Commerce, and the moderating variables that influence virtual environment perceptions. Our results prove consumers expect a vivid shopping environment, with authentic product features instead of than more common simulated environment. We prove hedonically motivated consumers are more open to v-Commerce than utilitarian consumers, and Consumers aged 18–34 regard interactivity, personalisation, and social networking as critical to offering that a cost-efficiency shopping experience. This paper thus establishes the fundamental design rules for v-Commerce platforms, allowing designers to create effective retail environments, sympathetic to the consumer’s cognitive desires.


Virtual reality V-Commerce Retail Shopping experience Consumer 



The authors would like to acknowledge Helen McCormick—University of Manchester—for her contribution to this study’s initial design and theoretical underpinning.


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Liangchao Xue
    • 1
    Email author
  • Christopher J. Parker
    • 1
  • Cathryn A. Hart
    • 2
  1. 1.Loughborough Design SchoolLoughborough UniversityLoughboroughUK
  2. 2.School of Business and EconomicsLoughborough UniversityLoughboroughUK

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