Future research questions and objectives
| Theme | Research questions and objectives | Source |
|---|---|---|
| Virtual luxury fashion consumption | What motivates consumers to purchase virtual luxury fashion? | Movarrei and Masoumzadeh (2021) |
| Do young consumers purchase more virtual than physical luxury products? | Joy et al. (2022) | |
| How can the luxury fashion industry effectively strategize to facilitate the coexistence of virtual and physical goods? | Joy et al. (2022) | |
| VR in marketing communication | What are contributing factors to consumers’ adoption of VR technology as a channel for communicating with luxury fashion brands? | Pantano et al. (2022) |
| What are the attitudes and opinions of luxury fashion consumers who digitally engage with virtual influencers? | Moustakas et al. (2020) | |
| Does luxury consumers' knowledge of VR influence their interpretation and engagement of VR experiences? | Jung et al. (2021) | |
| Virtual Try-On technologies | What factors influence luxury fashion customers’ intention to use try-on technologies? | Qasem (2021) |
| What are the characteristics of customers and customer segments who rely on virtual try-on technologies during online shopping? | Lee et al. (2020a) | |
| VR retail and virtual fashion retail spaces | What are luxury fashion consumers’ responses to v-commerce interfaces developed in line? | Xue et al. (2020) |
| What are luxury fashion consumers’ preferences for virtual shopping experience design (e.g. the codesign between users and retailers, virtual salespeople, interaction between users, store layout)? | Wu et al. (2022), Han et al. (2022), Toma (2018), Roberts and Grassi (2021) | |
| What motivates luxury fashion customers to use VR technology as part of their online shopping experience? | Lau and Lee (2019) | |
| Virtual worlds and user avatars | How can luxury brands communicate brand image in virtual worlds? | Alexander (2019) |
| Is avatar customization important to luxury fashion consumers? | Lau and Ki (2021) | |
| How will virtual worlds and avatars be used by brands in the future to communicate with, and sell to customers? | Joy et al. (2022) |
| Theme | Research questions and objectives | Source |
|---|---|---|
| Virtual luxury fashion consumption | What motivates consumers to purchase virtual luxury fashion? | |
| Do young consumers purchase more virtual than physical luxury products? | ||
| How can the luxury fashion industry effectively strategize to facilitate the coexistence of virtual and physical goods? | ||
| VR in marketing communication | What are contributing factors to consumers’ adoption of VR technology as a channel for communicating with luxury fashion brands? | |
| What are the attitudes and opinions of luxury fashion consumers who digitally engage with virtual influencers? | ||
| Does luxury consumers' knowledge of VR influence their interpretation and engagement of VR experiences? | ||
| Virtual Try-On technologies | What factors influence luxury fashion customers’ intention to use try-on technologies? | |
| What are the characteristics of customers and customer segments who rely on virtual try-on technologies during online shopping? | ||
| VR retail and virtual fashion retail spaces | What are luxury fashion consumers’ responses to v-commerce interfaces developed in line? | |
| What are luxury fashion consumers’ preferences for virtual shopping experience design (e.g. the codesign between users and retailers, virtual salespeople, interaction between users, store layout)? | ||
| What motivates luxury fashion customers to use VR technology as part of their online shopping experience? | ||
| Virtual worlds and user avatars | How can luxury brands communicate brand image in virtual worlds? | |
| Is avatar customization important to luxury fashion consumers? | ||
| How will virtual worlds and avatars be used by brands in the future to communicate with, and sell to customers? |
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