The Influence of Interactivity, Aesthetic, Creativity and Vividness on Consumer Purchase of Virtual Clothing: The Mediating Effect of Satisfaction and Flow

Abstract

With the rapid global growth of digital fashion, virtual clothing has recently become a hot research topic. However, there is still little literature exploring the mutual influence between virtual clothing design features and consumer purchase intentions. This study delves into the dynamic relationship between virtual clothing design attributes and consumer purchase tendencies, seeking to foster a balanced development of the virtual clothing industry. Following a literature review, this study formulated a theoretical model that includes seven key latent factors: Interactivity, Aesthetic, Creativity, Vividness, Satisfaction, Flow experience, and Purchase Intention. Anchored in the Stimulus-Organism-Response (SOR) paradigm, the study conducted offline trials where respondents tried on virtual clothing using AR as a stimulus, carefully examining data from 295 respondents. The analysis shows that while Interactivity and Aesthetics significantly increase the likelihood of consumer purchases, Creativity and Vividness lack a direct and substantial impact on this intent. Satisfaction and Flow experience are important mediating variables that profoundly influence the purchasing decisions for virtual clothing. The findings of this study provide new insights into virtual clothing design and marketing strategies, emphasizing the importance of optimizing user interaction and Aesthetic experiences in enhancing consumer purchase intentions.

Keywords:

• Virtual clothing
• digital fashion
• purchase intention
• SOR model
• consumer behavior

Informed consent statement

Informed consent was obtained from all subjects involved in the study.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data presented in this study are available to the appropriate authors. Due to their respective confidentiality guarantees, these data do not disclose participants’ information to the public.

Additional information

Funding

This research was funded by the National Social Science Foundation of China [No.19AMZ009].

Notes on contributors

Rufan Lin

Rufan Lin is a graduate student at Zhejiang Sci-Tech University, researching digital fashion, minority clothing cultures, and digital culture integration in fashion design.

Yongkang Chen

Yongkang Chen is a PhD candidate at Tongji University, focusing on human-computer interaction design, user experience, and intelligent cockpit collaboration.

Lekai Qiu

Lekai Qiu is a graduate student at the University of Toronto, researching sociocultural communication and education.

Yihan Yu

Yihan Yu is a graduate student at Zhejiang Sci-Tech University, researching digital culture and fashion communication.

Fan Xia

Fan Xia is a professor at Zhejiang Sci-Tech University, focusing on folk culture and clothing design. He studied Fashion Design at Istituto Europeo di Design in Milan, Italy.