The application of immersive technology in fashion e-commerce platform: Gamer’s perspective in Viet Nam

Abstract

Purpose – This research investigates the impact of immersive technology, particularly Virtual Reality (VR), on online shopping behavior among Vietnamese consumers, with a focus on fashion e-commerce platforms. The study aims to explore factors influencing consumer preferences for immersive technology and the moderating effect of gaming experience on these relationships. Methodology/approach – The research employs both qualitative and quantitative methods. Data is collected from 12 respondents for qualitative analysis and 293 respondents for quantitative analysis, focusing on Gen Z in Ho Chi Minh City. The study applies the Reality-Virtuality (RV) continuum and the stimulus-organism-response (S-O-R) framework to examine consumer behavior. Findings – The results emphasize the critical role of VR shopping stores in enhancing perceived aesthetics, perceived entertainment, and mental image. Additionally, the study highlights the significant influence of immersive experiences on purchase intentions, particularly among gamers, who emerge as a valuable consumer segment in the fashion e-commerce market with their gaming experience. Research limitations/implications – The study focuses on a specific demographic—Gen Z in Ho Chi Minh City—limiting the generalizability of the findings to other age groups and regions. Future research could explore the broader applicability of VR technology across different consumer demographics and industries. Practical implications – This research provides actionable insights for fashion e-commerce platforms and immersive technology developers, suggesting that integrating VR experiences can enhance consumer engagement, particularly among younger, tech-savvy audiences. Brands can leverage this understanding to tailor immersive experiences to gamers, boosting purchase intentions and loyalty. Originality/value – This study contributes to the emerging body of research on immersive technology in e-commerce, applying the S-O-R framework in a Vietnamese context. It underscores the transformative potential of VR in shaping consumer perceptions and behaviors, with a particular focus on the untapped potential of gamers in the fashion e-commerce sector