Study on the Use of AR, VR, and XR Technologies in Fashion Retail: Focusing on Technology Features, Experience Values and Intention to Use

This study investigated and analyzed technical features, experience values and intention to use AR, VR, and XR in fashion reatil to determine whether these technologies have a valid impact from the consumer perspective. For this purpose, 22 cases of AR, VR, and XR were chosen, and four fashion majors and four general consumers were selected randomly. In addition a questionnaire survey and an open-ended in-depth questionnaire survey were conducted. To evaluate the cases of AR, VR, and XR technologies in fashion retail, five technical characteristics of perceived realism, immersion, enjoyment, interactivity, and ease of use; four factors of experience value of play, aesthetics, service excellence, and usefulness; digital experience satisfaction; and intention to use were included in the questionnaire items. First, the findings show that although there were no differences in technical characteristic factors or experience value factors according to AR, VR, and XR technologies, differences in technical characteristic factors and experience values factors appeared depending on individual cases. The evaluation of the technical characteristics and experience values was consistence with the intention to use. Furthemore, rather than focusing only on the use of new cutting-edge digital technologies, cutting-edge technologies can also be used employed to solve problems by focusing on the functions or experiences that real users or consumers need and want which can further increase consumer use intentions.