User experience in VR fashion product shopping: Focusing on tangible interactions

Abstract

It is necessary to focus on a VR environment centered on a tangible interaction (TI), which provides and interacts with the user experience (UX) with various sensational forms. Therefore, this study attempted to present UX evaluation items for VR fashion product shopping environment through focusing on the TI. In addition, the developed factors were evaluated for validity through empirical experiments and attempted to explore the possibility of using a VR shopping UX evaluation methodology. As a result of factor analysis of items related to VR shopping, six factors were extracted, and each factor was named as intention to use, playfulness, sharpness, telepresence, in-teractivity, and usability, respectively. As a result of a t-test for the difference in UX between im-mersive VR and non-immersive VR, it was found that there were significant differences in intention to use, playfulness, sharpness, and telepresence. As a result of performing a multiple regression analysis to analyze the effect of TI on the VR fashion shopping UX, it was found that interaction, playfulness, and telepresence are UX factors that are formed under the influence of TI in an immer-sive VR. In addition, intention to use, sharpness, telepresence, and usability were found to be factors experienced as an effect of TI in a non-immersive VR.