Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences

Ricci, Marina; Evangelista, Alessandro; Roma, Annalisa Di; Fiorentino, Michele

doi:10.1007/s10055-023-00806-y

Cited by 20 publications

(4 citation statements)

References 76 publications

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“…Such environments neither make consumers enjoy fun during purchase nor provide real-time personalized services according to consumers' different personal attributes and actual shopping behaviors [36]. Multimodal shopping [37,38] disrupts the typical online shopping pattern and enhances the user's shopping experience. Schnack et al [39] build a virtual supermarket scenario and demonstrate that 3D interactive shopping can evoke more natural behaviors.…”

Section: Modality Examplementioning

confidence: 99%

A Parallel Multimodal Integration Framework and Application for Cake Shopping

Fang,

Weng,

Tian

2023

Applied Sciences

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Multimodal interaction systems can provide users with natural and compelling interactive experiences. Despite the availability of various sensing devices, only some commercial multimodal applications are available. One reason may be the need for a more efficient framework for fusing heterogeneous data and addressing resource pressure. This paper presents a parallel multimodal integration framework that ensures that the errors and external damages of integrated devices remain uncorrelated. The proposed relative weighted fusion method and modality delay strategy process the heterogeneous data at the decision level. The parallel modality operation flow allows each device to operate across multiple terminals, reducing resource demands on a single computer. The universal fusion methods and independent devices further remove constraints on the integrated modality number, providing the framework with extensibility. Based on the framework, we develop a multimodal virtual shopping system, integrating five input modalities and three output modalities. The objective experiments show that the system can accurately fuse heterogeneous data and understand interaction intent. User studies indicate the immersive and entertaining of multimodal shopping. Our framework proposes a development paradigm for multimodal systems, fostering multimodal applications across various domains.

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Section: Modality Examplementioning

confidence: 99%

A Parallel Multimodal Integration Framework and Application for Cake Shopping

Fang,

Weng,

Tian

2023

Applied Sciences

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“…The integration of Mixed Reality (MR) in retail has led to the development of immersive shopping experiences, transforming how consumers interact with products and brands. Ricci et al (2023) conducted a study comparing Immersive Virtual Reality (IVR) and Desktop Virtual Reality (DVR) in virtual fashion stores. Their research involved a within-subject experiment with 60 participants who engaged in a simulated shopping experience in both IVR and DVR setups.…”

Section: Immersive Shopping Experiences: Case Studies and Modelsmentioning

confidence: 99%

Mixed reality in U.S. retail: A review: Analyzing the immersive shopping experiences, customer engagement, and potential economic implications

Prisca Ugomma Uwaoma,

Emmanuel Osamuyimen Eboigbe,

Nsisong Louis Eyo-Udo

et al. 2023

World J. Adv. Res. Rev.

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This study aims to explore the transformative impact of Mixed Reality (MR) technologies in the U.S. retail sector. It focuses on analyzing how MR reshapes shopping experiences, enhances customer engagement, and influences the economic landscape of retail. The methodology encompasses a comprehensive literature review, utilizing academic journals, conference proceedings, and industry reports. The search strategy involved keyword searches and manual screening, with inclusion and exclusion criteria set to filter relevant literature. The selection criteria prioritized recent studies to capture the latest trends in MR technology. The key findings reveal that MR technologies have evolved significantly, offering immersive and interactive shopping experiences that revolutionize customer engagement and satisfaction. The economic implications of MR in retail are profound, indicating substantial market growth and financial opportunities for retailers. However, the adoption of MR also presents challenges, including the need for integration into existing retail models and the development of user-friendly interfaces. The study also highlights the importance of regulatory frameworks and standardization in the successful implementation of MR technologies in retail. In conclusion, MR technologies hold great potential for the retail sector, offering innovative ways to engage customers and enhance their shopping experiences. However, realizing these opportunities requires overcoming various challenges, including adapting financial strategies and addressing infrastructure needs. As MR continues to evolve, it is poised to play a pivotal role in shaping the future of the retail sector. The study underscores the need for ongoing research to fully understand and leverage the potential of MR in retail.

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“…Immersive VR (IVR) uses wearable devices such as head-mounted displays (HMDs; Shahrbanian et al, 2012 ). Ricci et al (2023) noted that IVR was associated with higher hedonic and utilitarian values, and better user experience when compared to general VR. IVR provides higher levels of sense of presence, immersion, and emotion than does general VR ( Kerrebroeck et al, 2017 ).…”

Section: Introductionmentioning

confidence: 99%

Virtual fashion experiences in virtual reality fashion show spaces

Kim

2023

Front. Psychol.

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IntroductionVirtual reality (VR) provides a new fashion space and fashion experience. This study focuses on immersive VR and fashion shows to empirically explore the VR fashion space and fashion experience. Insights specific to fashion have not been presented in as much depth in the literature; thus, the current findings are particularly valuable and insightful.MethodsThis study employed three immersive VR (IVR) fashion show stimuli and in-depth interviews according to a semi-structured questionnaire. Collected data were analyzed based on the concept of VR space and VR experience derived through literature research.ResultsThe VR fashion space was divided into three types and VR experiences of cognitive presence, sensible immersion, emotional immersion, and aesthetic interaction were derived accordingly. First, the physical representation of a fashion show induced a cognitive and emotional sense of presence, in which users felt as though they had moved to the same time and place as those at the fashion show. Second, participants experienced cognitive confusion owing to the differences with a priori experiences in the fashion show space (i.e., reality and imagination coexist). Third, participants transcended the limitations of physical reality while in the fashion show space of pataphysics (which was realized with human imagination), and they moved beyond the stage of confusion that is experienced while facing realistic objects to connect to creative inspiration.DiscussionThe difference in the properties of VR space may be associated with distinct VR fashion experiences. The findings suggest that (1) a priori elements such as sociocultural contexts and personal experiences differ in the experiential dimension of virtual space, (2) the VR fashion show space induces a psychological experience between brand and consumer, and (3) creative inspiration and exploratory play can be greatly induced in a user if the immersive fashion space is further from the original source.

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Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences

Cited by 20 publications

References 76 publications

A Parallel Multimodal Integration Framework and Application for Cake Shopping

A Parallel Multimodal Integration Framework and Application for Cake Shopping

Mixed reality in U.S. retail: A review: Analyzing the immersive shopping experiences, customer engagement, and potential economic implications

Virtual fashion experiences in virtual reality fashion show spaces

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