Work

How virtual fitting rooms shape wellbeing and readiness for virtual events: The moderating role of self-perception traits

Year: 2026

Type: article

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.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2026.116352

Authors: Maher Georges Elmashhara, Marta Blazquez, Jorge Julião

Institutions: Manchester Metropolitan University, University of Manchester, Universidade Católica Portuguesa

Language: English

Topic: Virtual Reality Applications and Impacts

Subfield: Human-Computer Interaction

Field: Computer Science

Domain: Physical Sciences

Open Access status: hybrid

Estimated APC paid: $4,440

Funder: Fundação para a Ciência e a Tecnologia