The Future of Fashion Retail: Virtual Experiences and E-Commerce Integration
Sadaf Ahmad1, Yu Zhang2, Iqra Yamin3, Wafa Ahmad4

1Sadaf Ahmad, School of Computer Science and Engineering, Anhui University of Science and Technology China.

2Yu Zhang, School of Computer Science and Technology, Anhui University of Science and Technology China.

3Iqra Yamin, School of Computer Science and Engineering, Anhui University of Science and Technology China.  

4Wafa Ahmad, School of Economics & Management, Harbin Institute of Technology China.  

Manuscript received on 28 February 2024 | Revised Manuscript received on 04 March 2024 | Manuscript Accepted on 15 March 2024 | Manuscript published on 30 March 2024 | PP: 1-8 | Volume-11 Issue-3, March 2024 | Retrieval Number: 100.1/ijaent.F802312060324 | DOI: 10.35940/ijaent.F8023.11030324

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Abstract: This innovative research integrates methodologies from two distinct studies to advance our comprehension of immersive virtual experiences within the realms of fashion and e-commerce. By amalgamating insights from both methodologies, this refined approach introduces novel components, including a virtual shopping environment, post-VR shopping behavior analysis, biometric data collection, extended interviews, longitudinal study design, and control group implementation. Participants engaged in 360-degree VR fashion shows and virtual shopping experiences using the Oculus Quest 2, while their physiological responses were meticulously monitored. Following the VR encounters, participants navigated a virtual store, and their subsequent shopping behavior was methodically tracked. Extended interviews delved into enduring effects, while a longitudinal study examined the evolution of attitudes over a three-month period. The inclusion of a control group ensured the robustness of causal inferences. This sophisticated methodology promises a comprehensive exploration of the intricate interplay between immersive virtual encounters and consumer behaviors, providing nuanced insights into the evolving landscape of virtual consumption. By embracing cutting-edge elements such as biometric data and virtual shopping environments, this research aims to unravel the multifaceted effects of immersive virtual experiences, contributing to a deeper understanding of consumer interactions with virtual environments and shaping the future trajectory of fashion and e-commerce.

Keywords: Consumer Behavior, Immersive Virtual Experiences, Longitudinal Study, Virtual Fashion Shows, Virtual Shopping.
Scope of the Article: Virtual Reality