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Virtual reality (VR) technologies are transforming fashion retailing by allowing consumers to engage with products and stores in immersive ways. Yet little is known about how consumers process information in these environments, particularly for hedonic products such as fashion. This research examines whether consumers rely on mental imagery or discursive processing when evaluating fashion products and stores in VR contexts. Study 1 investigates three-dimensional (3D) product presentations and shows that the effects of VR media type (immersive vs. non-immersive) on product diagnosticity depend on product type (hedonic vs. utilitarian). Specifically, immersive VR enhances diagnosticity for hedonic products through imagerybased processing, but it disrupts discursive processing for utilitarian products. Study 2 explores VR fashion store environments to further examine how mental imagery processing in immersive VR retail settings depends on consumer shopping motivation (browsing vs. searching). Results demonstrate that the sense of telepresence generated by immersive VR experience activates both product- and store-related imagery processing, which in turn increases fashion store visit satisfaction. Interestingly, the mediating role of product-related imagery appears only for consumers with browsing motivation, whereas store-related imagery mediates the effect regardless of motivation. These findings advance understanding of consumer information processing in VR by revealing when and how mental imagery dominates over discursive reasoning. Beyond theoretical contributions, the research offers actionable insights for fashion retailers and brands seeking to design immersive VR shopping experiences that align with consumers’ goals and product types.

권호기사

권호기사 목록 테이블로 기사명, 저자명, 페이지, 원문, 기사목차 순으로 되어있습니다.
기사명 저자명 페이지 원문 목차
Comparative study on the drying mechanisms and characteristic changes of fabrics according to heat transfer principles Jiyul Lee, Jaeyong Cho, Suhyun Lee p. 1-20
Thermal insulation of military boots using a thermal foot manikin in cold environments Minhee Lee, Maria Stenkina, Yongheon Yeo, Joo‑Young Lee p. 1-17
Characterization of thermo-responsive shape memory bio-based thermoplastic polyurethane (SMTPU) for 3D/4D printing applications Yang Sook Jung, Jaehyeung Park, Sunhee Lee, Eun Joo Shin p. 1-20
Manufacturing and characterization of conductive threads based on twisting process for applying smartwear Hyelim Kim, Soohyeon Rho, Wonyoung Jeong p. 1-21
Identifying key evaluation criteria and design attributes to optimize sports bra design for senior females Jun Zhang, Newman Lau, Tsai-Chun Huang, Xiaolu Li, Ruixin Liang, Zidan Gong, Jianming Chen, Kit-lun Yick, Joanne Yip p. 1-23
Deciphering the digital evolution : strategic insights into the Korean fashion industry through advanced analytical perspectives Saem Nam, Seeun Kim p. 1-25
Development of personalized cast shoes using 3D printing technology Jiwon Lee, Jaehoon Chun p. 1-27
UV irradiation effect on wet-finishing for cotton fabrics with chestnut shell extract Kyung Hwa Hong p. 1-16
(The) rise and fall of K-Fashion business : exploring the impact of corporate failure news on stock market indices Hyojung Kim p. 1-29
Blockchain transparency in reducing second-hand luxury shopping uncertainty and the role of price consciousness Song‑yi Youn, Joohye Hwang, Naan Ju p. 1-24
Developing an instrument with simulations to measure 3D to 2D fit correction skills in fashion design Aditi Galada, Fatma Baytar p. 1-20
(A) comparative study on the fashion design process utilizing shape memory textiles and conventional textiles : implications for the industry and education Shin Young Jang, Chahong Chung, Jisoo Ha p. 1-25
(A) new shape clustered leg sizing system for mass customization fit of compression garments Qian Mao, Rong Liu, Jingyun Lv, Rama Gheerawo p. 1-27
(A) user-centered recycling fashion design process : a sustainable approach through emotional awareness and engagement with clothing waste Hyewon Lee p. 1-31
Does wearing a breathable T-shirt improve the microclimate and thermoregulatory responses during a hot outdoor running? Hanano Kato, Yumi Okamoto, Junto Otsuka, Shotaro Yokoyama, Shoma Oshima, Kazuya Tajima, Atsushi Shiraishi, Ai Shiramoto, Tatsuro Amano p. 1-18
Toward inclusivity through fashion : a qualitative exploration of the clothing consumption experiences of physically disabled men in South Korea Sunwoo Kim, Hyungjin Son, Songmee Kim, Yeojin Lee, Yuri Lee p. 1-31
Development and evaluation of accurate 3D human models using scan data : a comparison with SMPL and CLO models Gyungin Jung, Minjoo Kang, Sungmin Kim p. 1-17
Synergistic effect of ultrasonic cavitation and enzymatic activity on washing efficiency and dimensional stability of wool-knitted fabrics Shinyoung Park, Suhyun Lee p. 1-17
Study on the various lightweight PLA honeycomb structures with 3D printing process conditions Dikshita Chowdhury, Sunhee Lee p. 1-19
Development of a parametric production jacket pattern for an automated pattern-making system Narae Kim, Jinhee Park p. 1-17
Zinc oxide and zeolite imidazolate framework-8 loaded fibers for dual protection against airborne particulate and gaseous pollutants Kyeongeun Lee, Hanjou Park, Yewon Choi, Juyeon Baek, Jooyoun Kim p. 1-16
(A) contemporary fashion criticism model based on formative research methodology : an empirical study Sujin Park, Jisoo Ha p. 1-20
Application of the FEA consumer needs model in e-commerce : a conversational recommendation system for fashion products Hyeryeon Park, Suji Kim, Yerim Choi, Hyosun An p. 1-22
Effect of the alkaline surface modification of the substrate fabric on the peel strength of 3D printed composite fabrics Yoojung Han, Changsang Yun p. 1-19
Diffusedesigner : sketch-based controllable clothing image generation Jangho Lee, Jinpyung Kim, Hyeonbeen Lee p. 1-25
Establishing colour harmony evaluation and recommendation model for clothing colour matching based on machine learning and deep learning Hung-Chung Li, Liang-Kai Wang, Yu-Kun Chang, Kuei-Yuan Huang p. 1-24
Exploring the new Chinese style on social media : a constructivist grounded theory approach Luyue Zhang, Eunhyuk Yim p. 1-18
Optimization of conductive composite threads for enhanced electro-mechanical stability Soohyeon Rho, Hyelim Kim, Wonyoung Jeong p. 1-18
Development of a body type optimized pattern library based on fit adjustment frameworks Jiyoung Choi, Hee Eun Choi p. 1-16
Effects of compression legwear on postural stability and lower limb biomechanics during single-leg drop landing : a randomized cross-over study Qiu-Qiong Shi, Kit-Lun Yick, Lin Liu, Rui-Feng Huang, Chu-Hao Li, Jin Long Wu p. 1-19
Reducing microfiber release from polyester fabrics through optimization of spinning process parameters Ming Chen, Hong Cui, Zhipeng Shen p. 1-14
Modeling and development of continuous textile structures utilizing 3D printing Minseo Kim, Sohee Lee p. 1-21
Gen Z college students’ fashion consumption paradox : sustainable vs. fast fashion Ji Hye Kang, Casey Badal p. 1-19
Foaming characterization of lightweight polylactic-acid filaments with various heating conditions to apply for additive manufacturing Dikshita Chowdhury, Sunhee Lee p. 1-17
Development of a soft wearable robotic garment with fabric-based pneumatic artificial muscles for muscle support and postural alignment Sumin Koo, Hyeon-seon Cho, Jeehyun Song, Gayeon Lee, Yumin Cho, Shinwon Chang, Yeongjin Choi, Yeojin Claire Kim, Jiwon Chung, Yong-Lae Park p. 1-24
Humanizing brands through inclusive marketing : the role of social judgements and anthropomorphism in luxury and non-luxury branding Jung Eun Lee, Jia Wu p. 1-21
Development of an integrated platform for modular smart garments Jiseon Ahn, Yoojeong Lee, Suhjung Park, Sungmin Kim p. 1-17
(The) “Aha!” moment and brand experience : exploring domain-distance concept stores for experiential retail Rongren Jin, Eunsoo Baek, Grace Ga-Eun Oh p. 1-25
Generational differences in AI adoption among fashion curation platform users Dayun Jeong, Young Sam Kim p. 1-24
Immersive VR fashion shopping : when and how mental imagery shapes consumer information processing Juyeun Jang, Ho Jung Choo p. 1-33

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