This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation.

中文翻译：

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使用眼动追踪分析虚拟现实时装店中消费者的视觉行为

本研究根据消费者对时尚的参与程度，调查了沉浸式虚拟现实 (VR) 时尚店内消费者的视觉行为。他们的购物动机被认为是一个调节因素。共有 23 名消费者参与，在商店体验部分，使用连接到 VR 头戴式显示器的眼动追踪设备实时记录参与者的实际视觉行为。结果显示，消费者对时尚的参与程度越高，他们对商店区域的关注度就越高，并且观察商店中更多样化区域的能力也就越强。时尚参与度和浏览动机较高的消费者花在产品领域的时间较少。同时，时尚参与度和搜索动机较高的消费者将更多时间关注在产品领域。