# User Experience in VR Fashion Product Shopping: Focusing on Tangible Interactions
## 1 Introduction
In particular, it is worth noting the use of VR by global fashion companies; Italian luxury brands such as Dolce & Gabbana have implemented VR boutiques around the world, such as in Rome, Melbourne, Osaka, Miami, and Shanghai. Prada and Dior are also operating VR boutiques. In Korea, the Fendi Department Store has also implemented VR. These VR stores offer immersive VR environments, in which objects can be viewed while wearing the HMD, and a non-immersive environment, in which objects can be viewed with a smartphone or computer monitor. Research on the type of experience delivered to consumers when shopping for fashion products through VR, strategically provided by these various brands, and how consumers perceive the difference between immersive/non-immersive VR shopping experiences has yet to be systematically conducted. In addition, most of the prior related studies [16; 17; 18; 19; 20] have technically approached VR content implementation and need to be analyzed in terms of actual user experience. User experience refers to the user's overall experience with products and services and allows them to clearly differentiate themselves from other products or services on the market, beyond simply usability or functions issues [21; 22]. To understand the user experience more clearly, it is necessary to develop an appropriate evaluation tool and methodology. In particular, there is a need for a methodology that can analyze and evaluate the user experience [23] of a product or service experienced in a VR environment. VR content that moves the shopping space virtually allows users to experience fashion products, and because the purchase process is virtually implemented, user experience, such as the sense of presence during the shopping experience, is important. This indicates that to build user-centered products and services, it is necessary to evaluate the user experience (UX) in consideration of the characteristics of VR fashion product shopping. In this respect, it can be stated that the existing UX evaluation method that does not target the process of experiencing and purchasing fashion products is difficult to apply as a virtual fashion product shopping UX evaluation method. Therefore, in this study, a UX evaluation method suitable for virtual fashion product shopping based on the existing UX evaluation method has been proposed. This study aims to understand the retail environment, which is changing into a convergence approach, and to examine the user experience that is developing multidimensionally in VR environment. In addition, it provides a user experience with various sensational forms and elements, attempts to understand the characteristics of the VR environment centering on tangible interactive interactions, and thus attempts to understand the evolving flow of user experience through technology and convergence. An additional purpose is examining the possibility of user experience in a VR environment that will become more active in the future. For that purpose, the structure of this research is as follows (Figure 1). Section 2 describes the UX of a VR environment, the difference between immersive and non-immersive VR environments, and the preceding research on a tangible interaction. Section 3 proposes UX evaluation items for virtual fashion product shopping, derived based on the existing UX evaluation methodology. Section 4 interprets the results of measuring the user experience using the VR STORE operated by D&G. Finally, Section 5 provides some concluding remarks.