Innovation and culture in augmented reality experience:Study on consumer purchase intentions for virtual apparel
As digital fashion evolves,virtual apparel has gradually become a hot topic in both the fashion and technology fields.However,there remains a gap in exploring consumer behavior towards purchasing virtual apparel in augmented reality environments.This study,based on the innovation diffusion theory and the Stimulus-Organism-Response(SOR)model,investigates the behavioral mechanisms behind consumer purchases of AR virtual apparel.A theoretical model incorporating seven latent variables—relative advantage,compatibility,complexity,authenticity of cultural elements,perceived value,satisfaction,and purchase intention—was constructed to analyze how these variables influence consumer purchasing decisions.Analysis of 325 valid questionnaire responses revealed that relative advantage,authenticity of cultural elements,perceived value,and satisfaction have a significantly positive impact on purchase intentions,while complexity has a significantly negative effect.These results indicate that the technical features and cultural value of virtual apparel are crucial in promoting consumer buying behavior,whereas overly complex interfaces may hinder consumer acceptance.Additionally,perceived value and satisfaction play important mediator roles between relative advantage,authenticity of cultural elements,and purchase intentions.Specifically,the mediating effect of perceived value is stronger than that of satisfaction,suggesting that the enhanced perceived value,after consumers recognize the advantages and cultural authenticity of virtual apparel,significantly boosts their purchase intentions.This finding underscores the importance of enhancing the perceived value and cultural content in the design and promotion of virtual apparel.The study also explores the impact of compatibility on purchase intentions.Although compatibility does not directly affect purchase intentions,it indirectly fosters them through perceived value and satisfaction,indicating that high compatibility with consumer values and lifestyles can enhance acceptance of virtual apparel.Through the research,the paper deepens the understanding of purchasing behaviors for AR virtual apparel and provides practical strategies for designers and marketers.Moreover,the findings offer new theoretical perspectives and empirical data for the digital fashion field,aiding in the advancement of both academic research and practical applications in this area.
innovation diffusionauthenticity of traditional cultural elementsAR virtual clothingwillingness to buyStimulus-Organism-Response(SOR)
万方数据
维普
