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

Cherniece Plume; Soomal Murtaza; Haoye Sun

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

Cherniece Plume
, Soomal Murtaza
, Haoye Sun

CBL School of Management

Research output: Contribution to conference › Paper › peer-review

500 Downloads (Pure)

Abstract

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.

Original language	English
Number of pages	32
Publication status	Published - 2 Sept 2024
Event	British Academy of Management Conference 2024: Achieving transformation for greater good: Societal, organisational and personal barriers and enablers. - Nottingham Trent University , Nottingham, United Kingdom Duration: 2 Sept 2024 → 6 Sept 2024 Conference number: 38 https://www.bam.ac.uk/events-landing/past-conferences/bam2024-conference.html

Conference

Conference	British Academy of Management Conference 2024
Abbreviated title	BAM2024
Country/Territory	United Kingdom
City	Nottingham
Period	2/09/24 → 6/09/24
Internet address	https://www.bam.ac.uk/events-landing/past-conferences/bam2024-conference.html

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Access to Document

PLUME_~3Accepted author manuscript, 506 KBLicence: Unspecified

Cite this

Exploring Consumer Engagement through Extended Reality (XR) in Fashion: Analysing the Impact of Immersive Experience on Consumer Behaviour and Purchase Intent. / Plume, Cherniece; Murtaza, Soomal; Sun, Haoye.
2024. Paper presented at British Academy of Management Conference 2024, Nottingham, United Kingdom.

Research output: Contribution to conference › Paper › peer-review

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