Exploiting fashion x-commerce through the empowerment of voice in the fashion virtual reality arena Integrating voice assistant and virtual reality technologies for fashion communication

• Published in: Virtual reality : the journal of the Virtual Reality Society Vol. 26; no. 3; pp. 871 - 884
• Main Authors: Morotti, Elena, Stacchio, Lorenzo, Donatiello, Lorenzo, Roccetti, Marco, Tarabelli, Jari, Marfia, Gustavo
• Format: Journal Article
• Language: English
• Published: London Springer London 01.09.2022
• Subjects: Artificial Intelligence; Computer Graphics; Computer Science; Image Processing and Computer Vision; Original Article; User Interfaces and Human Computer Interaction; Fashion retail; Voice assistant; Mixed reality; X-commerce
• ISSN: 1359-4338; 1434-9957
• DOI: 10.1007/s10055-021-00602-6

The ongoing development of eXtended Reality (XR) technologies is supporting a rapid increase of their performances along with a progressive decrease of their costs, making them more and more attractive for a large class of consumers. As a result, their widespread use is expected within the next few years. This may foster new opportunities for e-commerce strategies, giving birth to an XR-based commerce (x-commerce) ecosystem. With respect to web and mobile-based shopping experiences, x-commerce could more easily support brick-and-mortar store-like experiences. One interesting and consolidated one amounts to the interactions among customers and shop assistants inside fashion stores. In this work, we concentrate on such aspects with the design and implementation of an XR-based shopping experience, where vocal dialogues with an Amazon Alexa virtual assistant are supported, to experiment with a more natural and familiar contact with the store environment. To verify the validity of such an approach, we asked a group of fashion experts to try two different XR store experiences: with and without the voice assistant integration. The users are then asked to answer a questionnaire to rate their experiences. The results support the hypothesis that vocal interactions may contribute to increasing the acceptance and comfortable perception of XR-based fashion shopping.