Immersive Features in Mobile-First Online Apparel Retail

Using the Stimulus-Organism-Response (SOR) model, the present study explores the impact of immersive technologies in metaverse-based apparel retail on consumers’ purchase intention and determine the combinations of immersive technology features that lead to purchase intention. Survey data from 353 respondents were analyzed using structural equation modeling (SEM) and with fuzzy-set Qualitative Comparative Analysis (fsQCA) used to complement the variance-based analysis and identify configurational pathways. Results show that immersive technologies have a direct and indirect impact on purchase intention, which is mediated by perceived enjoyment and user satisfaction. The fsQCA further shows several configurational pathways through which combinations of technology features create purchase intention. Combining SEM and fsQCA, the study offers theoretical and practical implications for the online apparel retail sector.