This chapter explores the multidimensional evaluation of XR fashion shopping experiences, focusing on both external stimuli—technological, environmental, and social inputs—and internal psychological states such as immersion, cognition, and emotion. Drawing on an extensive literature review, it presents a comparative analysis of research-based, commercial, and technical/prototype studies, organized by methodological design and evaluation metrics. The chapter identifies four main categories of stimuli: technological/interface features, environmental design, product visualization, and social presence, all of which shape user perception and behavior. Psychological responses are structured into affective, immersive, and cognitive dimensions, measured through self-report instruments, behavioral indicators, and—emerging in recent studies—physiological data. The analysis highlights the mediating role of psychological states between system design and consumer outcomes such as satisfaction, trust, and purchase intent. Methodological and conceptual limitations are critically discussed, including the overreliance on self-reports, small samples, and underexplored product categories. The chapter concludes with a call for multimodal, longitudinal, and ecologically valid research, emphasizing the need to link technical performance with experiential quality. By mapping how XR systems shape perception and behavior, this chapter offers a conceptual and methodological foundation for designing meaningful, user-centered immersive shopping experiences.

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Measuring XR Fashion Shopping Experiences

  • Marina Ricci

摘要

This chapter explores the multidimensional evaluation of XR fashion shopping experiences, focusing on both external stimuli—technological, environmental, and social inputs—and internal psychological states such as immersion, cognition, and emotion. Drawing on an extensive literature review, it presents a comparative analysis of research-based, commercial, and technical/prototype studies, organized by methodological design and evaluation metrics. The chapter identifies four main categories of stimuli: technological/interface features, environmental design, product visualization, and social presence, all of which shape user perception and behavior. Psychological responses are structured into affective, immersive, and cognitive dimensions, measured through self-report instruments, behavioral indicators, and—emerging in recent studies—physiological data. The analysis highlights the mediating role of psychological states between system design and consumer outcomes such as satisfaction, trust, and purchase intent. Methodological and conceptual limitations are critically discussed, including the overreliance on self-reports, small samples, and underexplored product categories. The chapter concludes with a call for multimodal, longitudinal, and ecologically valid research, emphasizing the need to link technical performance with experiential quality. By mapping how XR systems shape perception and behavior, this chapter offers a conceptual and methodological foundation for designing meaningful, user-centered immersive shopping experiences.