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The use of stereoscopic 3D virtual reality in fashion advertising and retailing
Author(s)
Date Issued
2014
Conference
Citation
Lau, K. W., & Lee, P. Y. (2014 Jun 27). The use of stereoscopic 3D virtual reality in fashion advertising and retailing. ICORIA 2014, Amsterdam.
Type
Conference Paper
Abstract
The study explores the impacts of implementing stereoscopic 3D virtual reality
technology for fashion advertising and retailing. We established a stereoscopic 3D
fashion show interface for both a research protocol and a free-to-attempt
advertising platform. Reflections from audiences praised a stereoscopic 3D
fashion show experience built a strong sense of telepresence and a hedonic
experience, which enriches product information and arouse purchase intention,
which is consistent with suggestions by other research in fashion retailing.
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