# User Experience in VR Fashion Product Shopping: Focusing on Tangible Interactions
## 1 Introduction  
With the development of the Internet over the last 20 years, online shopping has made a leap forward, and owing to the recent COVID-19 pandemic, the purchasing of products and services through online platforms has become a common practice. Therefore, a new type of shopping environment based on augmented reality (AR), virtual reality (VR), and mixed reality (MR) environments is expected to become more prevalent [1]. This is an innovation in the distribution industry that started with the recent fourth Industrial Revolution and is expected to become smarter and more innovative with further developments of VR, AR, artificial intelligence (AI), and Internet of Things (IoT) [2, 3]. In particular, the AR/VR field has been recognized by Information and Communication Technology (ICT) companies as a new future growth engine, with large-scale investments, and under such a new distribution environment, the focus is on the \"experience\" of the \"humans\". Interest in an immersive or realistic interface that delivers vividness and sense of reality to users close to those of the real world is increasing. With the recent commercialization of fifth generation (5G) mobile networks, digital content can be consumed at a high speed without interruption through a high-performance network [4]. In addition, visual or auditory information is combined with digital content to further enrich the user experience and stimulate the five senses, thus providing a spatial experience similar to that of reality [5]. In this way, the immersive interface expands the user's cognitive system, including their senses, to make the virtual world feel similar to the real world. As user experience converges with digital technology, experiential access to products and servicesthrough realistic interfaces is increasing. In addition, the proposed tangible interaction service simultaneously enables spatial and visual experiences similar to those of the real world through an immersive interface beyond the existing fragmentary and flat information delivery method [6; 7]. However, despite this importance, many companies are still indiscriminately building VR/AR shopping services without applying most of the advantages of VR/AR and are only using them for one-time marketing purposes. There is a need to build a shopping environment that emphasizes the advantages of VR/AR, which are the ability to experience more realistic content than the online shopping environment and making the experience of shopping easy and fun for users [3]. Experiences with realistic products and services are important factors in shopping for apparel products [8; 9]. The absence of a realistic tactile element, which has been pointed out as an important drawback of online shopping [10], can be a solution in terms of providing a realistic experience, which is an advantage of VR/AR. A VR/AR environment will enable multi-sensory and tangible interaction of fashion product shopping services, delivering more realistic and accurate product and shopping service information to users and enabling a realistic shopping experience. Furthermore, offline fashion shopping has changed the aim of offline stores in recent years, gradually shifting from the classic shopping concept of product searches and purchases in a way that conveys various in-store experiences and emotions of consumers. A number of studies have revealed that these new offline store experiences of consumers have a positive effect on brand recognition and evaluation [10; 11; 12; 13; 14]. From this perspective, a multi-sensory approach to product information that can supplement the shortcomings of online shopping or the provisioning of creative consumer experiences provided by offline stores is a significant advantage that can be provided through VR fashion shopping. Recent application of VR/AR technology by fashion companies can convey the image of an innovative and creative brand, and thus, it is being used strategically by many different fashion brands [15].