@article{ART003237294},
author={Ke Ke and Lee Young-sook},
title={The Effects of AR-Based Fashion Experience Components on Consumers’ Emotional Responses and Purchase Intention: Focusing on the Mediating Role of Immersion},
journal={Journal of Internet of Things and Convergence},
issn={2466-0078},
year={2025},
volume={11},
number={4},
pages={151-164}
TY - JOUR
AU - Ke Ke
AU - Lee Young-sook
TI - The Effects of AR-Based Fashion Experience Components on Consumers’ Emotional Responses and Purchase Intention: Focusing on the Mediating Role of Immersion
JO - Journal of Internet of Things and Convergence
PY - 2025
VL - 11
IS - 4
PB - The Korea Internet of Things Society
SP - 151
EP - 164
SN - 2466-0078
AB - 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.
KW - AR-based fashion experience;Consumer's emotional response;Purchase intention;Immersion
DO -
UR -
ER -
Ke Ke and Lee Young-sook. (2025). 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, 11(4), 151-164.
Ke Ke and Lee Young-sook. 2025, "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, vol.11, no.4 pp.151-164.
Ke Ke, Lee Young-sook "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 11.4 pp.151-164 (2025) : 151.
Ke Ke, Lee Young-sook. The Effects of AR-Based Fashion Experience Components on Consumers’ Emotional Responses and Purchase Intention: Focusing on the Mediating Role of Immersion. 2025; 11(4), 151-164.
Ke Ke and Lee Young-sook. "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 11, no.4 (2025) : 151-164.
Ke Ke; Lee Young-sook. 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, 11(4), 151-164.
Ke Ke; Lee Young-sook. 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. 2025; 11(4) 151-164.
Ke Ke, Lee Young-sook. The Effects of AR-Based Fashion Experience Components on Consumers’ Emotional Responses and Purchase Intention: Focusing on the Mediating Role of Immersion. 2025; 11(4), 151-164.
Ke Ke and Lee Young-sook. "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 11, no.4 (2025) : 151-164.
