Exploiting fashion x-commerce through the empowerment of voice in the fashion virtual reality arena

Abstract

The ongoing development of eXtended Reality (XR) technologies is supporting a rapid increase of their performances along with a progressive decrease of their costs, making them more and more attractive for a large class of consumers. As a result, their widespread use is expected within the next few years. This may foster new opportunities for e-commerce strategies, giving birth to an XR-based commerce (x-commerce) ecosystem. With respect to web and mobile-based shopping experiences, x-commerce could more easily support brick-and-mortar store-like experiences. One interesting and consolidated one amounts to the interactions among customers and shop assistants inside fashion stores. In this work, we concentrate on such aspects with the design and implementation of an XR-based shopping experience, where vocal dialogues with an Amazon Alexa virtual assistant are supported, to experiment with a more natural and familiar contact with the store environment. To verify the validity of such an approach, we asked a group of fashion experts to try two different XR store experiences: with and without the voice assistant integration. The users are then asked to answer a questionnaire to rate their experiences. The results support the hypothesis that vocal interactions may contribute to increasing the acceptance and comfortable perception of XR-based fashion shopping.

Impact of embedded AI mobile smart speech recognition on consumer attitudes towards AI and purchase intention across Generations X and Y

“…82% of regular users use SVAs to search for information (news, weather, recipes and advice), 67% to listen to music or stream movies, 36% to contact customer service and 35% to buy things (e.g., groceries, home care, or clothes) (Hernandez-Ortega and Ferreira, 2021). Overall, these results suggest that SSRs have a bright future and emphasize the necessity of good partnerships between enterprises and fashion retail customers (Morotti et al, 2021).…”

“…A few empirical studies confirmed the use of VAs for fashion shopping (e.g. Morotti et al, 2021;Kautish et al, 2023), but these did not discuss the motivations for using VA technology for fashion shopping (Kautish et al, 2023). Therefore, the goal of this study is to close this empirical gap by examining the effect of embedded AI smart speech recognition-specific features on the fashion retail shopping behaviour related to the customer's purchase intention (PI).…”

“…A few empirical studies confirmed the use of VAs for fashion shopping (e.g. Morotti et al., 2021; Kautish et al. , 2023), but these did not discuss the motivations for using VA technology for fashion shopping (Kautish et al.…”

Design of Customized Garments Towards Sustainable Fashion Using 3D Digital Simulation and Machine Learning-Supported Human–Product Interactions

“…To overcome these shortcomings, cuttingedge digital technologies (i.e. 3D human body scanning and virtual reality) have been utilized for reshaping the entire garment customization process in a more sustainable way [13][14][15][16]. One of the most representative technologies is 3D digital simulation, also named virtual fitting, virtual try-on, etc.…”

Research status and trend analysis of sensory interaction of virtual technology products

“…Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) are the major development in the future of human-computer interaction, which are widely used in digital reading, gaming, intelligent driving, smart healthcare, and other fields. Extended Reality (XR) means all virtual technologies generated by computer, in which "X" represents any current or future technological variable [1]. The distinction between VR and AR hardware devices is fading.…”