Exploring Consumer Engagement through Extended Reality (XR) in Fashion: Analysing the Impact of Immersive Experience on Consumer Behaviour and Purchase Intent

This study offers comprehensive insights into the acceptance and impact of XR technologies on consumer behavior in the UK's young adult fashion market. Utilising a survey and PLS-SEM, the responses from 235 respondents aged between 18-35 were analysed, revealing that immersive experience has a positive influence on effort expectancy, facilitating conditions, hedonic motivation and social influence in the context of XR fashion industry. Surprisingly this study also revealed that performance expectancy and immersive experience have a negative relationship. This challenges existing assumptions, suggesting that consumer behaviour in XR may be governed by distinct factors compared to other technological contexts. Effort expectancy, facilitating conditions and hedonic motivation all positively influenced consumers purchase intent, however, performance expectancy and social influence did not.
The study suggests that consumer behaviour in XR may be driven by unique factors. These insights can help fashion brands cater to the evolving preferences of a tech-savvy, trend-conscious demographic.