Using Augmented Reality in Fashion Visual Merchandizing Design: A Study of Consumers’ Shopping Experience in virtual world

Abstract

本研究的重點在於探討銷費者的銷費經驗與超感觀虛擬環境設計的對應關係。目的在於為虛擬世界中視覺傳銷設計加強理論基礎。本研究使用了量化研究方法及設計了一個實驗性虛擬時裝店作探討用途。結果反映超感觀虛擬環境能給予銷費者一個模擬真實的銷費經驗。銷費者更獲得娛快的銷費過程。根據這項結果，研究隊伍建議了多種方法去制定虛擬視覺傳銷設計的策略。This research aimed to find out the correlation of consumers' shopping experiences and hyperrealistic stimulations in augmented reality in order to provide theoretical background for designing successful visual merchandizing design in virtual platform. A quantitative research approach was applied to study the correlations among the set hypotheses. A pilot augmented shop (the AR Apparel) was designed and established to conduct the research as well as to work as a demonstration for further virtual shopping developments. The results show that AR Apparel has successfully provided consumers with a simulated real-life fashion shopping experience by allowing them to manipulatevirtual objects in the virtual environment. Consumers obtained a hedonic virtual shopping experience in the AR. Based on these findings and implications, the researchers discovered relationships among phenomena with a view ultimately to predicting and, in some situations, suggesting ways for strategic planning for visual mechanizing design in the future E-Shopping spectrum.