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The Influence of Perception on Consumer Purchase Decisions in Virtual Fitting Experience: The Mediating Role of Emotional Attachment

In: Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024)

Author

Listed:
  • Deng Ji

    (University of Birmingham, Birmingham Business School)

Abstract

This study explores the impact of different perceptual dimensions (Perceived Immersion, Perceived Personalisation, and Perceived Enjoyment) on consumer behaviour in virtual fitting experiences. Utilizing the Antecedent-Behaviour-Consequence (ABC) theoretical framework, the research combines offline try-on experiences with an extensive questionnaire survey involving 174 participants. The primary discovery is that Emotional Attachment serves as a significant mediator in the virtual fitting process, positively influencing purchase decision. This research addresses a notable need in existing literature by focusing on the role of emotional attachment throughout virtual fitting experiences, thereby offering both theoretical and practical insights. The findings underscore the significance of emotional experience in modern digital retail and provide a crucial point of reference for future research and technological advancements in the realm of virtual fitting.

Suggested Citation

  • Deng Ji, 2024. "The Influence of Perception on Consumer Purchase Decisions in Virtual Fitting Experience: The Mediating Role of Emotional Attachment," Advances in Economics, Business and Management Research, in: Khaled Elbagory & Zefu Wu & Hamdan Amer Ali Al-Jaifi & Shafie Mohamed Zabri (ed.), Proceedings of the 9th International Conference on Financial Innovation and Economic Development (ICFIED 2024), pages 590-600, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-408-2_66
    DOI: 10.2991/978-94-6463-408-2_66
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