In order to explore the impact of virtual fitting experience on consumers'purchase in-tention,literature research method was used to put forward research hypotheses based on virtual fitting experience.Five dimensions of virtual fitting experience were determined,and a theoretical model among virtual fitting experience,perceived authenticity,and consumer purchase intention was established.The hypotheses were proposed,and multiple regression analysis was carried out on the valid data.The results show that the sensory experience,emotional experience,thinking ex-perience,action experience and related experience in the virtual fitting experience have a positive impact on consumers'purchase intention;perceived authenticity plays a partial mediating role in the sensory experience,emotional experience,action experience and related experience in the vir-tual fitting experience,but it plays a complete mediating role in the thinking experience.The re-search results can provide reference for merchants with virtual fitting experience to improve the virtual fitting experience mode and marketing strategy.
维普
万方数据