The Influence of Virtual Reality on Purchase Intention: A Study of the Fashion Industry

This study examines how virtual reality (VR) technology affects consumers’ intentions to buy in the fashion sector. Data was gathered from a simple random sample of the Palestinian customers (324 respondents) who used VR technology in the context of online fashion purchasing using a survey-based technique. The findings of this paper indicated that the three major characteristics of VR technology (perceptual presence, behavioral interactivity, and technological embodiment) have positive effects on consumers’ purchase intentions. In the very competitive fashion business, these results provide marketers and retailers useful information they can use to improve customer shopping experiences and boost sales. This study's practical implications for fashion industry marketers and retailers make it significant. According to the results, integrating VR technology into the online buying process may encourage customers to make a purchase by raising their estimation of its value and fun.