Thesis
Exploring female consumer color perception and purchasing behaviors of apparel when using virtual reality applications
Washington State University
Master of Science (MS), Washington State University
05/2021
DOI:
https://doi.org/10.7273/000004290
Handle:
https://hdl.handle.net/2376/124743
Abstract
Color is a vital component to the success of the apparel industry since it is the first factor that will attract a customer to a product. More companies are adopting virtual reality into their business strategy as a way for customers to try on clothing virtually. The purpose of this research is to investigate how female consumers perceive color of apparel garments between 3D, 2D, and the physical product. The following three objective of the study are as follows: 1) To examine how color accuracy in reference to women's garments is perceived when using 3D applications versus 2D and the physical product; 2) To examine Millennial women's perceived post purchasing behavior with garments purchased from 3D applications; and 3) To understand Millennial women consumers shopping preferences for 3D simulation or 2D web images. One-on-One interviews in a controlled lighting and computer display environment took place with nine Millennial females. An embedded mixed-methods design was used for this study. The participants of this study looked at six samples (100% cotton t-shirts in red and light pink, 100% polyester t-shirts in red and light pink, and 51% cotton and 49% rayon t-shirts in red and light pink), each sample was viewed in the 3D virtual sample, 2D web image sample, and the physical sample. Results show that color was perceived similar among 3D, 2D, and physical product for both 100% cotton garments and the 3D to physical for the rayon blend red product. If the physical color didn't match either the 3D virtual sample or 2D web image, then participants stated they would be weary of purchasing in the future, not purchase with the brand again, and/or return the product. When asked how they would prefer to buy this product majority of participants chose the 3D function for the 100% cotton light pink sample and the rayon blend red sample. Contributions of this study show retailers the importance of color accuracy when shopping online, and the impact color management can have across multiple platforms.
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Details
- Title
- Exploring female consumer color perception and purchasing behaviors of apparel when using virtual reality applications
- Creators
- Anastasia Rose Lappie Frattali
- Contributors
- CHAN MI HWANG (Advisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University
- Identifiers
- 99900896411301842
- Language
- English
- Resource Type
- Thesis