| Over the past few decades,technological advances and technological convergence have accelerated exponentially,especially in the field of fashion,where a new kind of fashion-virtual fashion-is being born.As physical and virtual spaces coexist,merge and collide,old and new fashion practices merge together and interconnect to become virtual fashion.It changes the traditional expression of fashion and reactivates it in time and space.When virtual fashion appears before our eyes,how do we observe and understand it? This paper attempts to explain the emergence of the virtual fashion buying boom from the perspective of virtual experience in terms of the theoretical model that influences the willingness to buy virtual fashion.This paper first summarizes and reviews the current research status of virtual fashion and virtual experience,explores the research gaps,defines virtual fashion in the context of this paper,and delineates the scope of virtual experience research.Secondly,we investigate the virtual experience theory and the mind flow theory,sort out and summarize the existing virtual experience dimensions and mind flow experience dimensions and the relationship between them and purchase intention,identify the virtual experience as four dimensions of usability experience,vividness experience,interactivity experience and aesthetic experience,and identify the mind flow theory as three dimensions of pleasure,enjoyment and time loss,so as to lay the theoretical basis for the establishment of the elemental model.The market overview,consumer groups,layout and virtual experience in the mainstream virtual fashion purchasing platform of the virtual fashion industry are analyzed;the problems existing in the development of virtual fashion are summarized.Then,the virtual experience elements that affect the willingness to purchase virtual fashion are collected through questionnaire research and in-depth interviews,and the theoretical model that affects the willingness to purchase virtual fashion is constructed based on the SOR model.It was found that channel convenience,usage efficiency,product display,user communication,and product interaction positively influenced the mind-flow experience that caused virtual fashion product purchase intention in the dimensions of pleasure,enjoyment,and time loss,among which,user communication had the greatest influence.Pleasure,enjoyment,and sense of time loss play a mediating role between the above five variables and purchase intention.Based on this,design suggestions are made for the virtual fashion purchasing platform.Finally,the functional demand points of the product are clarified by combining the expressions of the virtual experience elements that affect purchase intention in the design,and the design practice of the virtual fashion purchase platform is completed.Through the study of the virtual fashion product purchase intention and virtual experience elements that affect the virtual fashion product,this paper clarifies the dimensions from which the virtual experience of the virtual fashion purchase platform should be strengthened and enhanced,helps overcome the problem of lagging virtual fashion experience,helps promote the development of virtual fashion on the ground,and provides some reference for the construction of the virtual fashion purchase platform. |
