Ngành thời trang đưa công nghệ thực tế ảo và thực tế tăng cường tác động đến hành vi mua sắm như thế nào: trường hợp các bạn trẻ tại TP. Hồ Chí Minh

Abstract

As the world develops, the needs of people's lives also gradually change. From meeting the increasingly diverse dietary needs of people, to different types of unique entertainment, and now to the field of fashion and apparel. In the 4.0 era, we care more and more about our appearance, our fashion sense, and our constant concern about design and size when choosing clothes often takes up a lot of time. Therefore, many brands have invented the application of virtual reality - VR technology and augmented reality - AR technology into the fashion field. It is gradually being accepted by the public for its modernity and uniqueness, helping people to choose clothes, however, it may face some objective problems when applying this technology on a larger scale. with worldwide coverage in general, in Vietnam in particular. This study aims to evaluate the influence of factors related to VR and AR technology on the shopping behavior of young people in Ho Chi Minh City (one of the major cities where the technology is received). world's earliest advanced). Through the elements: Easy accessibility; Extending utility (Lively, Similarity, New & Modern); VR and AR system quality; Security; Price; Product Information. This study was conducted using a quantitative method, through an online survey with a total of 300 respondents who are young people between the ages of 16 and 26 who are living, studying, and working in Ho Chi Minh city. The study aims to verify the reliability, validity, and reliability of the research model. SPSS and SmartPLS software were used to process the data after it was collected. In terms of application, this study adds to the current understanding of VR and AR technology in general and its related impact on young people's shopping behavior. As a result, it guides future research in this area and benefits businesses, especially in the fashion sector.