Consumer Behavior

Understanding Consumer Responses to Virtual Reality Fashion Shows Through the S-O-R Framework 

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Abstract

Virtual reality fashion shows introduce an emerging form of immersive digital presentation that extends current fashion communication practices. Empirical research on consumers’ psychological responses to these experiences, however, remains limited. Guided by the Stimulus–Organism–Response framework, this study examines the roles of telepresence, parasocial interaction, and interactivity in shaping two emotional reactions: perceived enjoyment and perceived fear. These emotions subsequently inform attitudes toward the VRFS and intentions related to word-of-mouth and brand engagement. An immersive VR experiment with 201 participants was conducted, followed by structural equation modeling and multi-group comparisons based on sensation seeking. Results indicate that telepresence consistently enhances enjoyment, which supports more favorable attitudes and behavioral intentions. Parasocial interaction and interactivity do not directly influence emotional responses. Sensation seeking moderates several structural paths, indicating heterogeneous experiential patterns. The study contributes to understanding consumer responses in immersive fashion environments and offers implications for VR-based engagement strategies.

Keywords: virtual reality, virtual reality fashion show, telepresence, parasocial interaction, interactivity, SOR, WOM, brand engagement, fear, enjoyment

How to Cite:

Lin, X., Xu, Y. & Hwang, C., (2025) “Understanding Consumer Responses to Virtual Reality Fashion Shows Through the S-O-R Framework ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21402