Journal of Internet of Things and Convergence 2025 KCI Impact Factor : 0.75
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pISSN : 2466-0078
- https://journal.kci.go.kr/kiots
KJCKorea
Journal Central
The Effects of AR-Based Fashion Experience Components on Consumers’ Emotional Responses and Purchase Intention: Focusing on the Mediating Role of Immersion
- Journal of Internet of Things and Convergence
- Abbr : JKIOTS
- 2025, 11(4), pp.151~164
- DOI : 10.20465/KIOTS.2025.11.4.151
- Publisher : The Korea Internet of Things Society
- Research Area : Engineering > Computer Science > Internet Information Processing
- Received : July 18, 2025
- Accepted : August 15, 2025
- Published : August 31, 2025
Ke Ke 1, Young-Sook Lee 2
1동명대학교
2동명대학교 패션디자인학과
Accredited
ABSTRACT
With the development of Fourth Industrial Revolution technologies and the rise of contactless consumption after COVID-19, augmented reality (AR)-based services have grown rapidly. In the fashion field, AR enables consumers to experience products in digital environments, become emotionally immersed, and form new consumption behaviors. This study examines how components of AR-based fashion experiences affect consumers’ emotional responses and purchase intentions, with a focus on the mediating role of immersion. An online survey was conducted with female university students in Shanghai, China, from June 25 to July 5, 2025, yielding 318 valid responses. Data were analyzed using SPSS 26.0 through factor analysis, correlation analysis, regression, and mediation analysis. Results show that AR fashion experience components (reality, interactivity, informativeness, and convenience) positively influence emotional responses (pleasure, arousal, dominance) and purchase intentions. Emotional responses also positively affect purchase intentions. Immersion fully mediates both relationships. This study provides theoretical insights for immersive content design and marketing strategies in digital fashion environments.
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