Exploring Generation Z Behaviour towards Different Digital Fashion and Immersive Technologies: A Stimulus-Organism-Response Approach

With rapid advancement in digital fashion (DF) and immersive technologies (IT), retailers are increasingly seeking innovative ways to create novel user experiences. However, existing scholarly research is fragmented and lacks an integrated approach that explores the interplay between diverse IT stimuli and user reactions and outcomes, lacks methodological novelty and context breadth. This study aims to fill these scholarly gaps by drawing on the Stimulus-Organism-Response model as the theoretical foundation in exploring the factors influencing Generation Z interactions, responses and experiential outcomes across a range of digital fashion and immersive technologies.