The Impact of Virtual Reality and Augmented Reality Service Technologies on Consumer Purchase Intention for Fashion Brands

Abstract

The rapid growth of virtual reality (VR) and augmented reality (AR) services in various industries has stimulated innovation. This study proposes a research framework and theoretical model based on self-determination theory (SDT) to examine consumers’ purchase intentions for VR and AR service technologies. The research scope includes fashion brands that use VR and AR service technologies. The study employs in-depth interviews to identify the key drivers of VR and AR technologies for fashion brands. The research design uses an online survey of 675 fashion brand consumers to collect questionnaire data employing structural equation modeling (SEM) and fuzzy set qualitative comparative analysis fuzzy-set qualitative comparative analysis (fsQCA) to test the research hypotheses and answer the research questions. This study contributes to understanding consumer technology and psychological perceptions about implementing fashion brands with VR and AR service technologies for future service design and marketing. The research findings show that perceived value, perceived enjoyment, perceived informativeness, presence, and consumer experience affect purchase intention positively when using AR/VR service technologies. Further, the results highlight that perceived value, enjoyment, and informativeness affect consumer experience. The results of the FsQCA show that the causal conditions of perceived value, perceived enjoyment, perceived informativeness, presence, and consumer experience are sufficient and necessary for higher purchase intention for consumers in the fashion brand context.