Abstract
This study offers comprehensive insights into the acceptance and impact of XR technologies on consumer behavior in the UK's young adult fashion market. It provides valuable evidence for fashion brands to understand and cater to the evolving preferences of a tech-savvy, trend-conscious demographic. Previous research with fashion has examined adoption, individual characteristics and preferences; yet with the continual development of these XR technologies, how they impact consumers use, and thus experience needs to be better understood (Baek et al., 2023). Responding to this call, this study aims to examine the relationship between immersive experiences and XR technology use within the UK young adult fashion market. This paper presents the findings from an exploratory study in this topic area.
Utilising a survey and PLS-SEM, the responses from 235 respondents aged between 18-35 were analysed. This exploratory study revealed that for young adults aged between 18-35 immersive experience has a positive influence on effort expectancy, facilitating conditions, hedonic motivation and social influence in the context of XR fashion industry. Surprisingly this study also revealed that performance expectancy and immersive experience have a negative relationship. This challenges existing assumptions, suggesting that consumer behaviour in XR may be governed by distinct factors compared to other technological contexts. Effort expectancy, facilitating conditions and hedonic motivation all positively influenced consumers purchase intent, however, performance expectancy and social influence did not.