Virtual Reality Applications and Impacts
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Abstract
Abstract
As immersive experiences become prevalent, Virtual Fitting Rooms (VFRs) have emerged as a preparatory stage in which users create and dress avatars before participating in virtual events. Drawing on Self-Determination Theory, this study examines how aspects of VFR experience influence readiness for the virtual event through hedonic wellbeing. It also applies Social Comparison Theory to assess how fashionable self-image and tendency to social comparison moderate these effects. Two VFR experience-based studies (total N = 507) were conducted, in which participants dressed avatars for either a professional or an entertainment-focused virtual event. Results indicate that wellbeing mediates the effects of perceived clothing attractiveness and VFR design on readiness in both contexts, while self-congruence with avatar clothing influences readiness through wellbeing only in professional settings. The findings reveal moderation patterns, with self-perception traits shaping relationship strength. These insights emphasize the pivotal role of the VFR stage in shaping users’ wellbeing and readiness.
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@article{Elmashhara2026virtual,
title = {How virtual fitting rooms shape wellbeing and readiness for virtual events: The moderating role of self-perception traits},
author = {Maher Georges Elmashhara and Marta Blázquez and Jorge Juli�ão},
journal = {Journal of Business Research},
year = {2026},
doi = {10.1016/j.jbusres.2026.116352},
url = {https://doi.org/10.1016/j.jbusres.2026.116352}
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