Analyzing visual behavior of consumers in a virtual reality fashion store using eye tracking

Fashion and Textiles

Research

Ju Yeun Jang¹ 

[1] School of Fashion and Textiles, The Hong Kong Polytechnic University, 11 Yuk Choi Rd, Hung Hom, Kowloon, Hong Kong, China;

关键词: Immersive virtual reality;    Virtual reality store;    Visual behavior;    Eye-tracking;    Shopping motivation;    Satisfaction;   

DOI  :  10.1186/s40691-023-00345-9

 received in 2022-09-06, accepted in 2023-06-01,  发布年份 2023

来源: Springer

【 摘 要 】

This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation.

【 授权许可】

CC BY   
© The Author(s) 2023

【 图 表 】

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Fig. 2

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