Design and verification of universal virtual shopping mall application

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Kim, Jaehyun Park This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-4039780/v1 This work is licensed under a CC BY 4.0 License Status: Published Journal Publication published 09 Nov, 2024 Read the published version in Virtual Reality → Version 1 posted You are reading this latest preprint version Abstract The aim of this study was to design the user experience for a head-mounted display (HMD)-based universal virtual shopping mall by conducting a literature analysis and employing video ethnography techniques. Subsequently, a prototype was developed to validate the outcomes. Despite the growing trend of contactless shopping, with various brands launching virtual mall platforms, these often lack the elements and experiences that users find satisfying. To address this gap, we analysed users' offline shopping experiences using video ethnography. The insights gained informed the development of a prototype that adopts a universal design approach, incorporating key features and interface designs tailored for a virtual mall environment. The prototype includes innovative features include tutorials, avatar-based virtual fitting, user location/orientation control, and voice guidance. It also incorporates design features such as colour customisation, high contrast, central interface placement, and visual cues for differentiating product types. To validate the prototype’s usability, a study was conducted with 30 university students in their 20s (mean age 23.3 years, SD = 1.8), revealing high levels of satisfaction with its functionality and interface design. Further, in-depth interviews revealed that the appropriate design of features and interfaces, aligned with shopping goals and intentions, significantly enhanced interest in and engagement with virtual shopping. The prototype's key features, representative of the main outcomes of this study, provide valuable insights for the future development of related services. Virtual reality Virtual shopping mall User experience Universal design Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 1 Introduction 1.1 Research Background The online shopping sector has seen consistent growth, driven by the widespread adoption of online consumer culture due to the COVID-19 pandemic (Bhatti et al., 2020). It offers several advantages, including the elimination of physical constraints of time and space, the ease of comparing various products, and the opportunity to make affordable purchases through promotions and coupons (Vivek et al., 2012). In addition, this market's expansion is not limited to the younger generations accustomed with the online consumption but extends to older demographics in their 50s and 60s, who, despite their traditional offline consumption habits, have shown active participation in online shopping. This broader demographic engagement is driven by their significant purchasing power and specific consumption preferences (Moschis, 2012; Kovalenko and Mazaheri, 2021). With the surge in online purchasing and the shift towards contactless shopping, virtual-environment-based services have gained popularity, offering new experiences (Vakulenko et al., 2019). Initially, virtual reality (VR) technology was applied mainly in experiential domains such as exhibitions, theme parks, and entertainment. However, its use has recently, broadened to encompass various sectors, including gaming, education, and shopping (Loureiro et al., 2019; Pizzi et al., 2019). VR shopping malls provide a three-dimensional (3D) shopping experience, allowing users to explore products in a virtual space. Moreover, these platforms offer a highly immersive experience through vivid imagery and sensory experiences, not restricted by the size of a physical display (Speicher et al., 2017; Lau and Lee, 2019). This virtual shopping experience enhances consumer trust by offering a comparable shopping experience safely from home, assisting in making purchase decisions. Recently, numerous well-known brands have embraced VR technology to launch shopping content and platforms. These virtual stores allow users to explore and purchase 3D-rendered products without the need to visit physical stores (Speicher et al., 2018). Notable examples include Dolce & Gabbana's VR boutique (Dolce&Gabbana, 2020), Dior's VR store (Dior, 2020), and, within South Korea, Samsung's VR store (Samsung, 2021), and W-Concept's VR Showroom (W concept, 2021). These offerings encompass immersive VR environments, where users engage with products using head-mounted displays (HMD), as well as non-immersive VR environments that enable product viewing on smartphones or computer monitors (Mills and Noyes, 1999). The latter allows users to engage with a virtual world without specialised device, through monitors or screens, and is widely applied in 3D games and simulations. In contrast, immersive VR involves wearing HMDs, providing a more realistic and engaging experience by isolating the user from the real world. Despite these advancements, the development of VR shopping platforms is still in its nascent stages, with several not yet commercialised (Kim and Ha, 2021). A notable challenge is the integration of product information purchases processes within the virtual shopping experience (Tran, 2010; Lau et al., 2013), with many platforms focusing predominantly on the technical implementation of VR content. This focus often overlooks the importance of user functionality and satisfaction (Kim and Ha, 2021; Tran, 2010), highlighting the need for research into HMD-based virtual shopping malls to prioritise diverse user experiences. 1.2 Research Objectives The ultimate goal of this study was to create a satisfying and immersive VR-based shopping experience catering to a wide range of users. By conducting a systematic literature review and video ethnography, we aimed to identify the key features of virtual shopping malls. These insights informed the design, development, and subsequent validation of a HMD-based universal virtual shopping mall. Chapter 2 presents an analysis of prior research on virtual shopping experiences, including case studies of virtual malls and discussions on VR accessibility and universal design principles. In Chapter 3, we observe and analyse the shopping experience in physical malls through video ethnography to identify key features that could enhance virtual shopping malls. Chapter 4 details the specific features of the universal virtual shopping mall prototype developed as part of this study. Chapter 5 describes the user evaluation process undertaken to validate the prototype's features, along with an analysis of the results from the user experience study. Chapter 6 discusses the implications of our findings, and Chapter 7 concludes the study by summarising the key outcomes. 2 Literature Review 2.1 Prior Research on Virtual Shopping Experience Previous research on virtual shopping primarily focused on replicating physical stores within virtual environments, exploring the differences between 2D and 3D interfaces and the effectiveness of these virtual systems. Studies highlight a general consumer preference for 3D environments over 2D. Specifically, van Herpen et al. (2016) found that consumers engaged more with PC-based virtual stores, leading to increased purchases, higher spending, and a broader selection of products and discounts, confirming the potential of VR shopping (van Herpen et al., 2016). Altarteer et al. (2016) noted that 3D VR systems provide superior product visualisation and real-time interaction, promoting a hedonic value that significantly enhances the shopping experience (Altarteer et al., 2016). Moes and van Vliet (2017) observed that consumers who interacted with store photos in VR showed more positive shopping experiences, a higher intent to purchase, a greater willingness to visit physical stores, and more satisfaction with online visits compared to those who viewed regular or 360-degree photos (Moes and van Vliet, 2017). Schnack et al. (2019) demonstrated that participants in an immersive virtual simulated store (VSS) group experienced deeper immersion and felt more natural interacting with the store environment than those in a desktop VSS group, suggesting that these factors could enhance the perception of telepresence (Schnack et al., 2019). Extensive research has delved into the effectiveness of virtual systems developed by academics. Speicher et al. (2017) developed an immersive virtual shopping environment that merged the key advantages of both online and brick-and-mortar stores. Through a comparative study examining the interactive impact and performance of immersive VR via PC-based WebVR and HMD, they discovered that incorporating voice input with immersive VR in online shopping malls resulted in optimal user performance, including speed and error rate, alongside preferences for usability, user experience, immersion, and motion sickness (Speicher et al., 2017). Lau and Lee (2019) introduced FutureShop, a virtual clothing retailer applying stereoscopic VR (StereoVR), to examine differences in consumer purchase intentions, online shopping experiences, and virtual shopping experiences. The majority of participants found their experience with FutureShop innovative, enjoyable, and exciting, viewing it as a potential improvement over conventional web-based shopping (Lau et al., 2019). Morotti et al., (2020) created an immersive VR fashion environment integrated with the Amazon Alexa virtual assistant, engaging fashion experts unfamiliar with immersive technology to test a VR application. This evaluation focused on usability, enjoyment, and satisfaction with the virtual experience, highlighting that a VR interface enables effective manipulation and trial of products such as clothes and accessories in 3D, with voice commands enhancing the naturalness and simplicity of the experience (Morotti et al., 2020). In addition, research has explored various factors influencing the consumer experience in virtual shopping malls (Domina et al., 2019), including the impact of consumer personality traits (the Big Five) (Schnack et al., 2012), and the influences of virtual mall congestion on the shopping experience (Van Kerrebroeck et al., 2017). 2.2 Analysis of Commercial Virtual Shopping Mall Content In our study, we conducted a case analysis to identify key shopping features that enhance user experience by analysing commercially available content from virtual shopping malls. Our selection process involved online searches with keywords such as ‘VR Shopping Mall’, ‘VR Store’, and ‘VR Showroom’, focusing on instances that offered both immersive and non-immersive VR environments. We analysed six distinct cases: Dolce and Gabbana VR Boutique, W-Concept VR Showroom, Mandarina Duck VR Digital Showroom, Iloom Digital VR Showroom, and Samsung VR Store. Our examination covered the shopping environment, interface design, and specific shopping-related features of each (Table 1). Table 1. Analysis of virtual shopping mall contents Illoom Digital VR Showroom (2021) Samsung VR Store (2021) Mandarina Duck VR Digital Showroom (2021) W Concept VR Showroom (2021) Dolce & Gabbana VR Boutique (2020) Supported devices PC Web, mobile, HMD PC Web, mobile, HMD PC Web, mobile, HMD PC Web, mobile, HMD PC Web, mobile, HMD Products for sale Furniture and interior Electronics and home appliances Bags and lifestyle accessories Clothing and accessories Clothing and accessories Character Design First-person perspective, no character First-person perspective, no character First-person perspective, no character First-person perspective, no character First-person perspective, no character Technological utilization 360 VR, 3D space scanning 360 VR, 3D space scanning 360 VR, 3D space scanning 360 VR, 3D space scanning, 3D rendering 360 VR, 3D space scanning Navigation methods PC: mouse, keyboard Mobile: touch HMD: trigger button PC: mouse Mobile: touch HMD: trigger button PC: mouse Mobile: touch HMD: trigger button PC: mouse Mobile: touch HMD: trigger button PC: mouse Mobile: touch HMD: trigger button Features Navigate through floor and space selection Set up experiential zones on each floor Access interior tips and preview personalized spaces Check detailed product information and provide links for purchasing the product Navigate through on-screen buttons and the map Check detailed product information and provide links for purchasing the product Provide personalized product recommendation services for customers Navigate through on-screen buttons and the map Check detailed product information and provide links for purchasing the product Navigate through on-screen buttons View detailed product information View the fitting of the model captured in a short video Navigate through on-screen buttons The results revealed that most cases provided onscreen buttons for seamless movement, with a mini-map feature enabling quick navigation to various locations. Upon selecting a product, users could access basic information, with links to the official online store for further details. Apparel products were verified through model-worn photos, but accessories presented challenges in understanding detailed information, being represented only by simple product images. This analysis underscores the importance of direct interaction elements such as product zooming and rotation for a detailed review of information. Additionally, the potential for avatar-based virtual fitting features was recognised as crucial for enhancing connectivity with the products. These instances of virtual shopping mall content and services, though innovative, are still in developmental stages. They lack comprehensive shopping functionalities and exhibit a wide range of configurations and designs, resulting in varied shopping experiences. Therefore, continued research is needed to explore the functionality, interfaces, and interaction designs of virtual shopping malls to ensure they deliver satisfying user experiences. 2.3 Virtual Reality (VR) Research Considering Accessibility and Universal Design Aspects Universal design is a strategic approach to creating products, facilities, and services that are accessible to all individuals, regardless of their gender, age, disability, language, and other factors (Story et al., 1998). In the context of VR, research on universal design remains limited, predominantly focusing on accessibility features designed specifically for individuals with disabilities. Accessibility entails the creation of information and communication devices and services that are easily usable by everyone, regardless of any disabilities they may have (Wegge et al., 2007; Kim and Park, 2020; Kim and Han, 2017). Although universal design incorporates accessibility, it differs by including a broader range of user groups (Iwarsson and Ståhl, 2003; Lee et al., 2023). Research in the realm of accessibility, especially for visually impaired individuals, has predominantly focused on designing UI with accessibility in mind or developing prototypes that applied specific accessibility features (Teófilo et al., 2016; H. Hoppe et al., 2020; Craddock, 2018; Teófilo et al., 2018). This includes efforts to improve the accessibility of VR technologies, with studies targeting enhancements in accessibility (Powell et al., 2020; Tariq et al., 2018; Ghali et al., 2012). Individuals with low vision, colour blindness, and blindness. Teófilo et al. (2018) assessed the effectiveness of accessibility features for visually impaired individuals in VR environments. Their work involved testing an open-source solution named gear VRF accessibility, designed to implement features such as zooming capabilities, colour contrast adjustments, automatic reading (via screen readers), and captions within a VR environment (Teófilo et al., 2018). Moreover, significant efforts have been made to develop prototypes that integrate accessibility features (Luangrungruang and Kokaew, 2018; Mirzaei et al., 2012; Mirzaei et al., 2020; Teófilo, 2019; Teófilo et al., 2018; Glasser et al., 2019; Jain et al., 2021). Teófilo (2019) proposed an accessibility service tailored for live VR theatres to accommodate individuals with hearing impairments. This service leverages automatic speech recognition, sentence prediction, and spell-checking technologies to generate both text and sign language captions. The efficiency of this innovative system was validated through both quantitative and qualitative research, yielding high satisfaction levels among participants with hearing impairment (Teófilo, 2019). Accessibility research related to individuals with physical disabilities has focused on identifying and addressing accessibility issues encountered during device use (Hong et al., 2017; Mott et al., 2020; Ferdous, 2017). This area of paper includes the development of prototypes tailored for individuals with physical disabilities, with particular attention to voice command functionalities (Gerling et al., 2020; Hepperle et al, 2019; Monteiro et al., 2021; Murad et al., 2018; Murad et al., 2019). Mott et al. (2020) discussed methods for making VR systems more accessible to individuals with mobility impairments, emphasising the importance of understanding the varied experiences of individuals with diverse abilities (Mott et al., 2020). Gerling et al. (2020) embarked on designing and testing a VR game specifically for wheelchair users, exploring their preferences and requirements. The findings underscored a keen interest among wheelchair users in VR gaming, highlighting the need to account for disability perspectives, overcome socioeconomic barriers related to technology access, and devise adaptive, flexible VR interactions catering to body diversity (Gerling et al., 2020). In addition, certain studies broadened the scope beyond specific disabilities, aiming to assess and enhance VR accessibility more generally (Loch et al., 2019; Lischer‐Katz and Clark, 2021; Cook et al., 2019; Fussell et al., 2019). Prominent companies such as Microsoft, Roblox, W3C, and Oculus have presented accessibility guidelines that cater to a wide range of disabilities, setting a benchmark for inclusive design practices (Microsoft, 2023; Roblox, 2023; W3C, 2021; Oculus, 2022). Based on relevant literature and industry guidelines, we compiled a list of key accessibility features tailored for different disabilities, including visual, auditory, and motor impairments (Table 2). This compilation is based on features that were consistently mentioned across three or more sources or identified as essential components within existing VR technologies. The ‘General’ category of user types outlined in Table 2 encompasses universal features designed without restricting to any specific disability type, reflecting a comprehensive approach to ensuring VR accessibility. Table 2. Key accessibility/universal design features derived from prior VR technology studies User types Accessibility/Universal features Source Visually impaired individuals Voice guidance Text/UI size adjustment and magnification Colour changes and high contrast Voice commands [32, 33, 35, 58, 60] [35, 57-61] [34, 35, 58-61] [52-54, 58, 60, 61] Hearing impaired individuals Captions Caption information modification (font, position, colour, background colour, etc.) [42, 58, 60, 61] [42, 58, 60, 61] Mobility impaired individuals Fine control support Voice commands [56] [50, 52-54, 58, 60, 61] General Motion sickness prevention technology support User guide (tutorial) Intuitive UI Visual Cue (highlights, text, icons, etc.) Haptic feedback (deactivation, intensity adjustment, etc.) User location/orientation indication and manipulation [60, 61] [57, 61] [58, 61] [44, 58, 59, 61] [33, 45, 58, 61] [38, 60, 61] 3 Analysis of Offline Shopping Experience Using Video Ethnography Technique To understand user shopping behaviours and experiences in offline retail stores for prototype development, we employed video ethnography. This method involves recording and analysing user behaviours and interactions with products in their natural environment through video recordings (Zeisel, 1984). It is a well-established research method for observing and analysing participants (Yoo and Pan, 2013). 3.1 Participants The study involved a sample of six university students in their 20s, with an average age of 24.3 (SD = 0.5), comprising three males and three females. Participants were selected based on their good physical health, ability to participate in the experiment without difficulty, and recent experience with clothing shopping within the last three months. Four of the participants reported purchasing clothes at least once a month, while two did so at least once every two months. 3.2 Methods The experiment took place in a large clothing store featuring mannequins and display tables. At the outset, participants were briefed on the purpose and methodology of the video ethnography. They were then allowed to browse the store freely, engaging in a natural shopping process by selecting clothes they liked and placing them in shopping bags (Figure 1). This process was video-recorded -recorded by the experiment facilitator. Following the shopping activity, a brief interview was conducted to gather insights on key factors influencing their shopping experiences, their shopping habits, and the motivations behind their selections. The experiment lasted approximately 13 min in total, with participants given the flexibility to take breaks or terminate the session at any time as per their comfort. 3.3 Data Analysis and Results The analysis of the offline shopping experiences, based on the video recordings, revealed that participant behaviours encompassed four distinct tasks: time spent exploring products on hangers, mannequins, and desks, and time spent moving to explore products. We organised the duration spent on each task and analysed the overall shopping time (Table 3). Additionally, we delved into the characteristic shopping experiences, including patterns of user movement and approaches to offline shopping. Table 3. Average time taken for each task - Movement time Product exploration time Total shopping time In front of the hanger In front of the mannequin in front of the desk Average time spent (%) 1 minute 53 seconds (28.8%) 3 minute 54 seconds (57.4%) 14 seconds (4.1%) 34.83 seconds (9.7%) 6.33 minute (All ‘%’ values are rounded to second decimal place.) Analysis using video ethnography revealed that navigation was accounted for 28.8% of the total shopping time, indicating that a significant portion was dedicated to moving around. This frequent exploration of various stores or navigating spacious stores to find desired clothing items resulted in product exploration times being highest for hangers, followed by desks and mannequins. The majority of time, specifically 57.4%, was spent at hangers, mainly due to tangled clothes, which complicated the process of identifying desired items and their information. Conversely, desks, where items were more openly displayed, accounted for only 9.7% of the time, facilitating easier identification by participants. Mannequins, requiring the least time at 4.1%, saw minimal interaction beyond brief glances, contributing to the shorter time spent on this shopping aspect. 3.4 Derivation of Shopping Functions for Virtual Shopping Mall The findings underscore the importance of displaying products using hangers, mannequins, and desks in developing a virtual shopping mall that accurately mirrors real shopping experiences. Participant feedback on each of the four tasks in Table 3, guided the identification of necessary interactions for a virtual shopping mall, followed by an analysis of essential shopping-related features, as presented in Table 4. Table 4. Key comments and derived necessary features Tasks Participant comments Necessary interactions Necessary features Movement “It's inconvenient to have to physically search for products.” (P1, P3, P4) "I usually prefer small stores or online shopping when looking for desired products." (P1, P3, P4) Need interaction to address fatigue and time consumption related to mobility Teleportation movement, Mini-map warp movement Exploration in front of the hanger "Check details such as material, stitching, and pockets." (P1, P2, P3, P4, P5) "It would be nice if the price tag and size were easier to see for each product." (P1, P2, P3, P4) "Due to the inconvenience of trying on clothes, I mainly assess their suitability by holding them up in front of a mirror." (P1, P2, P3, P5) Need interaction for easily checking product information at a glance and assessing how well it suits oneself Checking detailed product information, Virtual fitting using avatars Exploration in front of the desk "Rotate items on the desk at different angles to closely examine inner textures, materials, etc." (P1, P2, P3, P4, P5) "Especially in cases where size and fit, like with hats, are crucial, I try them on directly." (P2, P3) Need interaction to understand product information on the desk by rotating items at various angles Confirming product design, Virtual fitting using avatars Exploration in front of the mannequin "Many times, I find the mannequin's outfit unsatisfactory." (P2, P3, P5) "The mannequin's different body shape doesn't help in checking the fit." (P2, P4, P6) "It's difficult to ask for a specific outfit from the mannequin, even if I like it." (P1, P3) "To assess the fit of the desired clothing, I observe the mannequin." (P1) Need interaction to check the overall fit of outfits and products Virtual fitting using avatars 4 Development of Universal Virtual Shopping Mall Prototype The design and development of the virtual shopping mall prototype were achieved using Adobe XD and Unity. The completion of the prototype development is illustrated in Figure 2. 4.1 Derivation of Shopping Mall Features Considering User Experience Drawing from the features of existing virtual shopping malls discussed in Chapter 2.2 (Table 1) and the essential features identified in Chapter 3 (Table 4), shopping-related features were conceptualised to enhance user experience, guiding the development of the prototype. Key features developed include two navigation functions—teleportation and mini-map warp movements for exploration—and three product manipulation functions: checking detailed product information, confirming product designs, and enabling virtual fittings with avatars (Table 5). Table 5. Key features of developed virtual shopping mall Developed key shopping features Description Teleportation movement Precision movement through distance adjustment Mini-map warp movement Instant movement to desired locations via the mini-map Checking detailed product information Product-specific detailed information through a simple interaction of flipping through garments Confirming product design Detailed inspection through product rotation at various angles Virtual fitting using avatars Ability to see the avatar wearing the selected product upon selection 4.2 Derivation of Shopping Mall Features Considering Universal Perspective From a universal design perspective, this study identified and developed essential features for a virtual shopping mall. Drawing on accessibility features identified in Chapter 2.3 (Table 2), two critical universal features were derived for the system (Table 6). ‘Voice guidance’ converts visually displayed information into auditory information, providing auditory feedback and reading content aloud, enhancing accessibility for users. The 'Tutorial' feature provides comprehensive instructions for navigating and utilising the content and platform, especially beneficial for users new to VR content and controls, covering controller operations, map configurations, and other essential information. Table 6. Key features added to virtual shopping mall from universal design perspective Key universal features Description Voice guidance Feature providing voice explanations for actions when selecting and moving buttons (e.g., when moving to the hanger, “Moved to the front of the hanger”) Tutorial Feature providing information on the usage, operation, interactions, and interfaces of the virtual shopping mall 4.3 Prototype Design Considering Universal Perspective The prototype's design also incorporated a universal perspective (Table 7), incorporating design elements such as colour changes and high contrast, menu and button design, visual cues for different product types, and central interface placement (Figure 3). Table 7. Key design elements of virtual shopping mall considering universal design perspective Key universal design Description Colour changes and high contrast Apply a brightness contrast of 4.5:1 or higher between text and background for sufficient visibility Menu and button design Utilize not only colour but also the thickness and shape of text, icons, and lines for meaningful communication of information Visual cues for different product types (hanger, mannequin, desk) When moving towards a specific product type, provide interaction buttons at the top of the respective product Central interface placement Consider the user's comfortable field of view and centre the UI based on a 4K resolution (3860k x 2180k) 4.4 Final Prototype Development The final prototype encompasses functionalities identified in Tables 5 and 6, including a tutorial, user location/orientation control (teleportation and mini-map warp movement), virtual fitting using avatars, voice guidance, and an intuitive UI for different product types (hanger, mannequin, desk). These features facilitate detailed product information review and product design confirmation. An example of the final prototype design is illustrated in Figure 4. 5 Usability Test The universal virtual shopping mall prototype was validated from a universal design perspective, incorporating a subjective satisfaction assessment of the implemented features. This process involved evaluating users' subjective satisfaction and conducting in-depth interviews to capture detailed information on users' actual concerns and needs. The study was ethically approved by the Kwangwoon University Bioethics Research Board (Approval No: 7001546-202201202-HR(SB)-011-04). 5.1 Participants The participant group consisted of 30 adults in their twenties, sourced from a university community, with an average age of 23.3 years (SD = 1.8), including 14 males and 16 females. Of these, 21 had experience with VR devices, whereas nine were newcomers. Additionally, 21 participants were identified as frequent clothing shoppers, with a majority (22) favouring online shopping for its convenience, ease of reducing physical fatigue, and the ability to quickly compare offerings from various stores. 5.2 Procedure Participants were briefed on the experiment's purpose and procedures before providing demographic information and signing a consent form. They were introduced to the universal virtual shopping mall prototype developed for this study, along with the scenarios they would navigate using the prototype. Using a HMD, participants engaged in virtual shopping tasks through controller manipulation, as outlined in the given scenarios (Figure 5). An example of these scenarios is provided in Table 8. Upon completing all scenarios, participants completed a subjective satisfaction survey focused on the prototype's functionality and interface design, and also took part in in-depth interviews. Satisfaction levels were measured on an 11-point scale, ranging from 0 (Not satisfied at all) to 10 (Very satisfied). The experiment lasted approximately 30 min, with participants having the freedom to take breaks or end the session as needed. Table 8. Example scenarios Tasks Scenarios 1 Check the tutorial for the virtual shopping mall Please enter the virtual shopping mall and check the tutorial for controller operations and various functions. 2 Adjust the avatar Through facial and body adjustments, create an avatar that resembles yourself or is more satisfying. 3 Move freely in the virtual shopping mall Press the Y or B button on the controller to freely move around the showroom. 4 Check wardrobe outfits Press the interaction button on the wardrobe to examine the clothes in detail. 5 Check mannequin outfits Press the interaction button on the mannequin to examine the outfit it's wearing in detail. 6 Verify accessories Press the interaction button on the desk to examine the products on it in detail 5.3 Results The experimental results were analysed using descriptive statistics, presenting the subjective satisfaction scores and insights from in-depth interviews related to the universal virtual shopping mall in Table 9. Table 9. Subjective satisfaction results for developed universal virtual shopping mall Classification Factors Subjective satisfaction scores User feedback Shopping and universal features Tutorial 8.91 points (SD=0.89) Essential functionality, and it is beneficial for first-time users with its intuitive and detailed explanations. (12 participants) Virtual fitting using avatars 8.36 points (SD=2.33) Trying clothes on the avatar and being able to gauge if they would suit me was appreciated. (10 participants) I liked the ability to customize an avatar similar to myself. (8 participants) User location/orientation control (Teleportation movement, Mini-map warp movement) 8.41 points (SD=1.62) I enjoyed the flexibility of using teleportation for initial store exploration and seamlessly switching to quick movement through mini-map warp for accessing other services. (8 participants) Prefer the teleportation method as it allows adjusting the distance and exploring by moving around directly. (5 participants) Intuitive UI for different product types (Checking detailed product information, Confirming product design) 8.72 points (SD=1.33) Convenient viewing with a UI layout tailored to the characteristics of the products. (11 participants) The mannequin was great for showcasing multiple products at once, the desk was suitable for detailed accessory viewing, and the hanger was helpful for assessing clothing inventory. (5 participants) Voice guidance 7.72 points (SD=2.13) Being informed through voice allowed me to confirm whether I was doing well, providing reassurance about my actions. (6 participants) Universal design Colour changes and high contrast 9.34 points (SD=0.94) It was helpful to see intuitively what I was clicking on. (9 participants) I liked being able to visually confirm that I made a good choice. (7 participants) Menu and button design 8.84 points (SD=1.30) It was nice to have intuitive icons along with menu names. (7 participants) Central interface placement 9.22 points (SD=1.07) The information being centrally located helped focus my gaze and caught my eye easily. (9 participants) Less need to turn the head reduced dizziness, and there was no eye strain. (3 participants) Visual cues for different product types 8.38 points (SD=1.41) Located at the top, it was easy to click on what I wanted without interference from other elements. (6 participants) Clearly visible, allowing me to realize that clicking on this would show the products. (4 participants) Overall satisfaction with the universal virtual shopping mall 8.13 points (SD=1.34) The usage in the VR environment was intriguing due to its simple controls and intuitive interface. (10 participants) The usability evaluation revealed that the prototype received high satisfaction scores across all evaluated factors. The ‘Tutorial’ feature received a score of 8.91 (SD = 0.89) within the shopping function category, while ‘Colour changes and high contrast’ achieved the highest satisfaction score of 9.34 (SD = 0.94) in the universal design category. These results underscore the significant positive impact of incorporating a universal design perspective on user experience. Furthermore, the overall satisfaction score for the universal virtual shopping mall was notably high at 8.13 (SD = 1.34), indicating that the prototype developed in this study successfully met and possibly exceeded user satisfaction expectations. 6 Discussion 6.1 Key Features of Virtual Shopping Mall for Satisfactory User Experience Analysing offline shopping experiences through video ethnography revealed that users often experienced fatigue from the considerable time spent moving around. Perfect exploration time notably varied, with hangers, desks, and mannequins being explored in descending order of time spent. The most time was spent at hangers mainly due to difficulty in disentangling clothes, leading participants to desire easier access to size, price, and material information. Desks, however, facilitated quicker understanding as items were openly displayed, allowing for thorough inspection through rotation. Mannequins required the least amount of time, typically used for quick fit checks and style references. A notable behaviour was the frequent lifting and turning of products for product examination, indicating a desire to assess product suitability. From these findings, key shopping and universal design features were derived to enhance the user experience within a virtual shopping mall, leading to the development of a universal virtual shopping mall. This mall includes major features such as tutorials, avatar-based virtual fittings, user location/orientation control, voice guidance, and an intuitive UI for different product types (hanger, mannequin, desk). Usability studies showed high overall satisfaction for all features, except for the ‘Voice guidance’ function, with many participants expressing interest in future use if further development occurs. Concerning ‘Voice guidance’, many participants found discomfort with continuous auditory feedback during navigation and selection, suggesting a preference for optional use. This feedback is consistent with Sikström et al.'s (2016) study, which indicated that auditory feedback in VR shopping environments does not significantly impact the shopping experience (Sikström et al., 2016). Therefore, an option to toggle this feature on or off would be beneficial, particularly for older individuals or those with visual impairments. The ‘Tutorial’ feature received the highest satisfaction scores, with feedback indicating its intuitive explanations were helpful even for VR novices. This aligns with Fussell et al.'s (2019) study, emphasising the importance of tutorials in building confidence and comfort in VR usage through VR tutorials (Cook et al., 2019). Given the limited mainstream adoption of HMDs, providing tutorial features is essential for enhancing user satisfaction with the VR shopping mall experience. The ‘User location/orientation control’ feature, especially teleportation and mini-map warp movements, was well-received, enable efficient navigation to desired locations. while teleportation was favoured for its ability to provide location awareness, initial difficulties with controller manipulation highlighted the need for clear instructions and practice, especially for those new to VR. Additionally, incorporating a joystick-based walking feature could offer a more familiar navigation method for users accustomed to traditional movement controls. 6.2 Reflection on Universal Design Perspective The interface design of the developed universal virtual shopping mall incorporates colour changes and high contrast, intuitive menu and button design, central interface placement, and visual cues for identifying different product types. During the user evaluation, the majority of participants expressed overall satisfaction with the interface design. The aspects receiving the highest satisfaction scores were the ‘Colour changes and high contrast’ and ‘Central interface placement’. Participants particularly noted that the ‘Colour changes and high contrast’ design quickly captured their attention and was perceived positively due to its dramatic colour contrasts. This observation is supported by the research of Teófilo et al. (2018), indicating that colour contrast significantly influences user satisfaction and readability (Craddock, 2018). In our study, a brightness contrast ratio of at least 4.5:1 between text and background was employed, proving satisfactory for both older adults and individuals in their 20s. As for the ‘Central interface placement’, feedback from interviews indicated that positioning elements centrally was effective in minimising the need for extensive head movements, thereby reducing the likelihood of motion sickness and dizziness. In this prototype, most menus were strategically positioned within a comfortable viewing range for users, approximately -77 to +77 degrees horizontally and -12 to +20 degrees vertically from the centre point (Alger, 2015). This ergonomic consideration is critical for ongoing development of virtual shopping malls. The implementation of visual cues for distinguishing between different product types also garnered positive feedback, with interviewees highlighting the strategic placement of these cues at the top of the products to avoid overlap with other items. This design choice made it easier for participants to quickly notice and identify the products they were interested in, supporting the findings of Glasser et al. (2019) on the effectiveness of visual cues in target identification (Glasser et al., 2019). In this study, a combination of text and icons was used to design these visual cues, confirming their effectiveness in aiding users in identifying desired items. The universal virtual shopping mall prototype developed in this study significantly reduced physical fatigue by allowing users to virtually visit stores and observe products. This virtual environment combines the advantages of online shopping—such as detailed exploration of stores and products via teleportation and mini-map warp movements, and quick viewing of various products through product confirmation features—with the benefits of offline shopping, including trying on products using an avatar that resembles the user and checking product details through an intuitive UI for different product types. Essentially, this universal virtual shopping mall combines and enhances both online and offline shopping experiences, potentially enhancing engagement with products and increasing the reliability of purchases. Furthermore, the incorporation of universal design principles and features aims to deliver positive experiences not only for individuals with disabilities and older adults but also for the general users, underscoring the inclusive nature of this development. 7 Conclusions Building on the analysis of existing commercial virtual shopping malls and results from users offline shopping experiences captured through video ethnography, this study delineates key shopping functionalities essential for virtual shopping malls. Additionally, by reviewing literature on VR accessibility and universal design principles, it identifies main universal functionalities for virtual shopping malls, culminating in the design of a universal virtual shopping mall interface. The prototype of this HMD-based universal virtual shopping mall incorporates features such as a tutorial, user location/orientation controls (including teleportation and mini-map warp movements), avatar-based virtual fitting, voice guidance, and an intuitive UI tailored for various product displays (hanger, mannequin, desk). For the universal interface design, it introduces meticulously designed menus and buttons, colour changes and high contrast for greater visibility, strategically placed central interface, and visual cues for different product categories. The evaluation of user experience with the prototype's features and interface design yielded high satisfaction levels across both shopping-specific and universal functionalities, as well as the overall design approach. Users expressed a strong willingness in exploring the prototype further in the future. The outcomes of this study provide a robust foundation for future research in virtual shopping mall development, highlighting essential considerations for the design and evaluation of content and platforms within virtual shopping malls. Declarations Competing interests: The authors have no relevant financial or non-financial interests to disclose. Funding : This research was supported by the Ministry of Science and ICT (MSIT), Korea, under the ICT Challenge and Advanced Network (ICAN) program of HRD (IITP-2022-RS-2022–00156215) supervised by the Institute of Information & Communications Technology Planning & Evaluation (IITP). Also the present research was conducted by a Research Grant of Kwangwoon University in 2022. References Alger M (2015) Visual design methods for virtual reality. Ravensbourne. Available at: http://aperturesciencellc.com/vr/VisualDesignMethodsforVR_MikeAlger.pdf. 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Virtual, Augmented, and Intelligent Environments: 12th International Conference, UAHCI 2018, Held as Part of HCI International 2018, Las Vegas, NV, USA, July 15-20, 2018, Proceedings, Part II 12, pp. 132-148. Springer International Publishing. Teófilo M, Lucena VF, Nascimento J, Miyagawa T, Maciel F (2018, January) Evaluating accessibility features designed for virtual reality context. In 2018 IEEE International Conference on Consumer Electronics (ICCE), pp. 1-6. Teófilo M, Nascimento J, Santos J, Albuquerque Y, Souza AL, Nogueira D (2016, March) Bringing basic accessibility features to virtual reality context. In 2016 IEEE Virtual Reality (VR), pp. 293-294. Tran MQ (2010, June) Understanding the influence of 3D virtual worlds on perceptions of 2D e-commerce websites. In Proceedings of the 2nd ACM SIGCHI Symposium on Engineering Interactive Computing Systems, pp. 325-328. 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Cite Share Download PDF Status: Published Journal Publication published 09 Nov, 2024 Read the published version in Virtual Reality → Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-4039780","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":278238475,"identity":"862cc511-e48d-4dc1-aa0e-e0d508fef61d","order_by":0,"name":"Danbi Lee","email":"","orcid":"","institution":"Kwangwoon University","correspondingAuthor":false,"prefix":"","firstName":"Danbi","middleName":"","lastName":"Lee","suffix":""},{"id":278238476,"identity":"7a130f2f-6a50-48af-a1a0-41efc5e6c924","order_by":1,"name":"Hyun K. Kim","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAw0lEQVRIiWNgGAWjYBACAyBmbDggwcDPgxAgUotkD4lagIwzxGoxl8gxezjjjEW08ZkzBgw/ahiMzRsIaLGckWNuuOGGRO62sz0GjD3HGMxkDhBy2I0cM8kHH4BazvNuYOBtYLCRIOgXmJbN/bwbGP8SrQXksA28vRuYgbaYEdZy5lmZ5IwzErkzzpz/cFjmmIQxYS3Hk7dJ9hyry+3vSUt8+KbGxnAGIS0MAgkI9gEGBoJ2AAH/ASIUjYJRMApGwcgGAE5vQkZRvSkFAAAAAElFTkSuQmCC","orcid":"","institution":"Kwangwoon University","correspondingAuthor":true,"prefix":"","firstName":"Hyun","middleName":"K.","lastName":"Kim","suffix":""},{"id":278238477,"identity":"519eae24-6b3e-4ecb-8c90-a0f05be92a34","order_by":2,"name":"Jaehyun Park","email":"","orcid":"","institution":"Incheon National University (INU)","correspondingAuthor":false,"prefix":"","firstName":"Jaehyun","middleName":"","lastName":"Park","suffix":""}],"badges":[],"createdAt":"2024-03-08 08:35:39","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-4039780/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-4039780/v1","draftVersion":[],"editorialEvents":[{"content":"https://doi.org/10.1007/s10055-024-01063-3","type":"published","date":"2024-11-09T15:58:01+00:00"}],"editorialNote":"","failedWorkflow":false,"files":[{"id":52604355,"identity":"eaa9849e-225a-4022-8edd-a46d2f8c7cc6","added_by":"auto","created_at":"2024-03-13 13:17:31","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":894371,"visible":true,"origin":"","legend":"\u003cp\u003eExperimental environment. The participants freely shopped at the shopping mall.\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-4039780/v1/8731ccc3b49306133c052a63.png"},{"id":52602704,"identity":"fc0d32e8-9826-4232-8b3c-62a94456dda6","added_by":"auto","created_at":"2024-03-13 13:09:30","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":114183,"visible":true,"origin":"","legend":"\u003cp\u003ePrototype feature development phase. The prototype feature development phase incorporated insights from existing virtual shopping malls (Chapter 2.2) and observations made through video ethnography (Chapter 3), leading to the extraction of user experience-focused shopping features \u003cbr\u003e\n(Chapter 4.1). A literature review on VR content accessibility (Chapter 2.3) facilitated the identification of essential universal features (Chapter 4.2), shaping the prototype's design with a universal approach in mind (Chapter 4.3).\u003c/p\u003e","description":"","filename":"2.png","url":"https://assets-eu.researchsquare.com/files/rs-4039780/v1/3c35eee24780323e208eea0e.png"},{"id":52602705,"identity":"b891efec-db7d-491c-b02a-8e83b55e26ca","added_by":"auto","created_at":"2024-03-13 13:09:30","extension":"png","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":170164,"visible":true,"origin":"","legend":"\u003cp\u003eExample of interface design for universal virtual shopping mall\u003c/p\u003e","description":"","filename":"3.png","url":"https://assets-eu.researchsquare.com/files/rs-4039780/v1/de0cf6ad4e1f579ba77ca91c.png"},{"id":52604354,"identity":"93b32dad-85ef-489c-82a2-929854744028","added_by":"auto","created_at":"2024-03-13 13:17:30","extension":"png","order_by":4,"title":"Figure 4","display":"","copyAsset":false,"role":"figure","size":1235007,"visible":true,"origin":"","legend":"\u003cp\u003eRepresentative screen of universal virtual shopping mall prototype\u003c/p\u003e","description":"","filename":"4.png","url":"https://assets-eu.researchsquare.com/files/rs-4039780/v1/ff860e75915c99da2d28610d.png"},{"id":52602706,"identity":"9c6c4a84-c768-49b5-a15e-040da211dcc5","added_by":"auto","created_at":"2024-03-13 13:09:31","extension":"png","order_by":5,"title":"Figure 5","display":"","copyAsset":false,"role":"figure","size":499041,"visible":true,"origin":"","legend":"\u003cp\u003eExperimental environment for evaluating user experience in virtual shopping malls\u003c/p\u003e","description":"","filename":"5.png","url":"https://assets-eu.researchsquare.com/files/rs-4039780/v1/7d87f521c7b1edb2be16b4b1.png"},{"id":68750006,"identity":"156792d4-6d21-4330-848c-4e1bd3d9d477","added_by":"auto","created_at":"2024-11-11 16:08:27","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":3453900,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-4039780/v1/9a26cee0-45cf-4bea-9ff3-a91b0ec2a770.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Design and verification of universal virtual shopping mall application","fulltext":[{"header":"1\tIntroduction","content":"\u003ch2\u003e1.1 Research Background\u003c/h2\u003e\n\u003cp\u003eThe online shopping sector has seen consistent growth, driven by the widespread adoption of online consumer culture due to the COVID-19 pandemic (Bhatti et al., 2020). It offers several advantages, including the elimination of physical constraints of time and space, the ease of comparing various products, and the opportunity to make affordable purchases through promotions and coupons (Vivek et al., 2012). In addition, this market\u0026apos;s expansion is not limited to the younger generations accustomed with the online consumption but extends to older demographics in their 50s and 60s, who, despite their traditional offline consumption habits, have shown active participation in online shopping. This broader demographic engagement is driven by their significant purchasing power and specific consumption preferences (Moschis, 2012; Kovalenko and\u0026nbsp;Mazaheri, 2021).\u003c/p\u003e\n\u003cp\u003eWith the surge in online purchasing and the shift towards contactless shopping, virtual-environment-based services have gained popularity, offering new experiences (Vakulenko et al., 2019). Initially, virtual reality (VR) technology was applied mainly in experiential domains such as exhibitions, theme parks, and entertainment. However, its use has recently, broadened to encompass various sectors, including gaming, education, and shopping (Loureiro et al., 2019; Pizzi et al., 2019). VR shopping malls provide a three-dimensional (3D) shopping experience, allowing users to explore products in a virtual space. Moreover, these platforms offer a highly immersive experience through vivid imagery and sensory experiences, not restricted by the size of a physical display (Speicher et al., 2017; Lau and Lee, 2019). This virtual shopping experience enhances consumer trust by offering a comparable shopping experience safely from home, assisting in making purchase decisions. Recently, numerous well-known brands have embraced VR technology to launch shopping content and platforms. These virtual stores allow users to explore and purchase 3D-rendered products without the need to visit physical stores (Speicher et al., 2018). Notable examples include Dolce \u0026amp; Gabbana\u0026apos;s VR boutique (Dolce\u0026amp;Gabbana, 2020), Dior\u0026apos;s VR store (Dior, 2020), and, within South Korea, Samsung\u0026apos;s VR store (Samsung, 2021), and W-Concept\u0026apos;s VR Showroom (W concept, 2021). These offerings encompass immersive VR environments, where users engage with products using head-mounted displays (HMD), as well as non-immersive VR environments that enable product viewing on smartphones or computer monitors (Mills and Noyes, 1999). The latter allows users to engage with a virtual world without specialised device, through monitors or screens, and is widely applied in 3D games and simulations. In contrast, immersive VR involves wearing HMDs, providing a more realistic and engaging experience by isolating the user from the real world. Despite these advancements, the development of VR shopping platforms is still in its nascent stages, with several not yet commercialised (Kim and Ha, 2021). A notable challenge is the integration of product information purchases processes within the virtual shopping experience (Tran, 2010; Lau et al., 2013), with many platforms focusing predominantly on the technical implementation of VR content. This focus often overlooks the importance of user functionality and satisfaction (Kim and Ha, 2021; Tran, 2010), highlighting the need for research into HMD-based virtual shopping malls to prioritise diverse user experiences.\u003c/p\u003e\n\u003ch2\u003e1.2 Research Objectives\u003c/h2\u003e\n\u003cp\u003eThe ultimate goal of this study was to create a satisfying and immersive VR-based shopping experience catering to a wide range of users. By conducting a systematic literature review and video ethnography, we aimed to identify the key features of virtual shopping malls. These insights informed the design, development, and subsequent validation of a HMD-based universal virtual shopping mall.\u003c/p\u003e\n\u003cp\u003eChapter 2 presents an analysis of prior research on virtual shopping experiences, including case studies of virtual malls and discussions on VR accessibility and universal design principles. In Chapter 3, we observe and analyse the shopping experience in physical malls through video ethnography to identify key features that could enhance virtual shopping malls. Chapter 4 details the specific features of the universal virtual shopping mall prototype developed as part of this study. Chapter 5 describes the user evaluation process undertaken to validate the prototype\u0026apos;s features, along with an analysis of the results from the user experience study. Chapter 6 discusses the implications of our findings, and Chapter 7 concludes the study by summarising the key outcomes.\u003c/p\u003e"},{"header":"2\tLiterature Review","content":"\u003ch2\u003e2.1 Prior Research on Virtual Shopping Experience\u003c/h2\u003e\n\u003cp\u003ePrevious research on virtual shopping primarily focused on replicating physical stores within virtual environments, exploring the differences between 2D and 3D interfaces and the effectiveness of these virtual systems.\u003c/p\u003e\n\u003cp\u003eStudies highlight a general consumer preference for 3D environments over 2D. Specifically, van Herpen et al. (2016) found that consumers engaged more with PC-based virtual stores, leading to increased purchases, higher spending, and a broader selection of products and discounts, confirming the potential of VR shopping (van Herpen et al., 2016). Altarteer et al. (2016) noted that 3D VR systems provide superior product visualisation and real-time interaction, promoting a hedonic value that significantly enhances the shopping experience (Altarteer et al., 2016). Moes and van Vliet (2017) observed that consumers who interacted with store photos in VR showed more positive shopping experiences, a higher intent to purchase, a greater willingness to visit physical stores, and more satisfaction with online visits compared to those who viewed regular or 360-degree photos (Moes and van Vliet, 2017). Schnack et al. (2019) demonstrated that participants in an immersive virtual simulated store (VSS) group experienced deeper immersion and felt more natural interacting with the store environment than those in a\u0026nbsp;desktop VSS group, suggesting that\u0026nbsp;these factors\u0026nbsp;could\u0026nbsp;enhance the perception of\u0026nbsp;telepresence\u0026nbsp;(Schnack et al., 2019).\u003c/p\u003e\n\u003cp\u003eExtensive research has delved into the effectiveness of\u0026nbsp;virtual systems developed by\u0026nbsp;academics. Speicher\u0026nbsp;et al. (2017) developed an immersive virtual shopping environment that merged the key advantages of both online and brick-and-mortar stores. Through a comparative study examining the interactive impact and performance of immersive VR via PC-based WebVR and HMD, they discovered that incorporating voice input with immersive VR in online shopping malls resulted in optimal user performance, including speed and error rate, alongside preferences for usability, user experience, immersion, and\u0026nbsp;motion sickness\u0026nbsp;(Speicher et al., 2017).\u0026nbsp;Lau\u0026nbsp;and Lee (2019) introduced FutureShop, a virtual clothing retailer applying stereoscopic VR (StereoVR), to examine differences in consumer purchase intentions, online shopping experiences, and virtual shopping experiences. The majority of participants found their experience with FutureShop innovative, enjoyable, and exciting, viewing it as a potential improvement over conventional web-based shopping (Lau et al., 2019). Morotti et al., (2020) created an immersive VR fashion environment integrated with the Amazon Alexa virtual assistant, engaging fashion experts unfamiliar with immersive technology to test a VR application. This evaluation focused on usability, enjoyment, and satisfaction with the virtual experience, highlighting that a VR interface enables effective manipulation and trial of products such as clothes and accessories in 3D, with voice commands enhancing the naturalness and simplicity of the experience\u0026nbsp;(Morotti et al., 2020).\u003c/p\u003e\n\u003cp\u003eIn addition, research has explored various\u0026nbsp;factors influencing the consumer experience in virtual shopping malls (Domina et al., 2019), including the impact of consumer personality traits (the Big Five) (Schnack et al., 2012), and the influences of virtual mall congestion on the shopping experience (Van Kerrebroeck et al., 2017).\u003c/p\u003e\n\u003ch2\u003e2.2 Analysis of Commercial Virtual Shopping Mall Content\u003c/h2\u003e\n\u003cp\u003eIn our study, we conducted a case analysis to identify key shopping features that enhance user experience by analysing commercially available content from virtual shopping malls. Our selection process involved online searches with keywords such as \u0026lsquo;VR Shopping Mall\u0026rsquo;, \u0026lsquo;VR Store\u0026rsquo;, and \u0026lsquo;VR Showroom\u0026rsquo;, focusing on instances that offered both immersive and non-immersive VR environments. We analysed six distinct cases: Dolce and Gabbana VR Boutique, W-Concept VR Showroom, Mandarina Duck VR Digital Showroom, Iloom Digital VR Showroom, and Samsung VR Store. Our examination covered the shopping environment, interface design, and specific shopping-related features of each (Table 1).\u003c/p\u003e\n\u003cp\u003eTable 1.\u0026nbsp;Analysis of virtual shopping mall contents\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"602\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eIlloom Digital VR Showroom (2021)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eSamsung VR Store (2021)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eMandarina Duck VR Digital Showroom (2021)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eW Concept VR Showroom (2021)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eDolce \u0026amp; Gabbana VR Boutique (2020)\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003eSupported devices\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC Web, mobile, HMD\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC Web, mobile, HMD\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC Web, mobile, HMD\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC Web, mobile, HMD\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC Web, mobile, HMD\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003eProducts for sale\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eFurniture and interior\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eElectronics and home appliances\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eBags and lifestyle accessories\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eClothing and accessories\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eClothing and accessories\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003eCharacter Design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003eFirst-person perspective, no character\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\" valign=\"top\"\u003e\n \u003cp\u003eFirst-person perspective, no character\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\" valign=\"top\"\u003e\n \u003cp\u003eFirst-person perspective, no character\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\" valign=\"top\"\u003e\n \u003cp\u003eFirst-person perspective, no character\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\" valign=\"top\"\u003e\n \u003cp\u003eFirst-person perspective, no character\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003eTechnological utilization\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003e360 VR, 3D space scanning\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003e360 VR, 3D space scanning\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003e360 VR, 3D space scanning\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003e360 VR, 3D space scanning, 3D rendering\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003e360 VR, 3D space scanning\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003eNavigation methods\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC: mouse, keyboard\u003c/p\u003e\n \u003cp\u003eMobile: touch\u003c/p\u003e\n \u003cp\u003eHMD: trigger button\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC: mouse\u003c/p\u003e\n \u003cp\u003eMobile: touch\u003c/p\u003e\n \u003cp\u003eHMD: trigger button\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC: mouse\u003c/p\u003e\n \u003cp\u003eMobile: touch\u003c/p\u003e\n \u003cp\u003eHMD: trigger button\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC: mouse\u003c/p\u003e\n \u003cp\u003eMobile: touch\u003c/p\u003e\n \u003cp\u003eHMD: trigger button\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cp\u003ePC: mouse\u003c/p\u003e\n \u003cp\u003eMobile: touch\u003c/p\u003e\n \u003cp\u003eHMD: trigger button\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"14.166666666666666%\"\u003e\n \u003cp\u003eFeatures\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cul\u003e\n \u003cli\u003eNavigate through floor and space selection\u003c/li\u003e\n \u003cli\u003eSet up experiential zones on each floor\u003c/li\u003e\n \u003cli\u003eAccess interior tips and preview personalized spaces\u003c/li\u003e\n \u003cli\u003eCheck detailed product information and provide links for purchasing the product\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cul\u003e\n \u003cli\u003eNavigate through on-screen buttons and the map\u003c/li\u003e\n \u003cli\u003eCheck detailed product information and provide links for purchasing the product\u003c/li\u003e\n \u003cli\u003eProvide personalized product recommendation services for customers\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cul\u003e\n \u003cli\u003eNavigate through on-screen buttons and the map\u003c/li\u003e\n \u003cli\u003eCheck detailed product information and provide links for purchasing the product\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cul\u003e\n \u003cli\u003eNavigate through on-screen buttons\u003c/li\u003e\n \u003cli\u003eView detailed product information\u003c/li\u003e\n \u003cli\u003eView the fitting of the model captured in a short video\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"17.166666666666668%\"\u003e\n \u003cul\u003e\n \u003cli\u003eNavigate through on-screen buttons\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003eThe results revealed that most cases provided onscreen buttons for seamless movement, with a mini-map feature enabling quick navigation to various locations. Upon selecting a product, users could access basic information, with links to the official online store for further details. Apparel products were verified through model-worn photos, but accessories presented challenges in understanding detailed information, being represented only by simple product images. This analysis underscores the importance of direct interaction elements such as product zooming and rotation for a detailed review of information. Additionally, the potential for avatar-based virtual fitting features was recognised as crucial for enhancing connectivity with the products. These instances of virtual shopping mall content and services, though innovative, are still in developmental stages. They lack comprehensive shopping functionalities and exhibit a wide range of configurations and designs, resulting in varied shopping experiences. Therefore, continued research is needed to explore the functionality, interfaces, and interaction designs of virtual shopping malls to ensure they deliver satisfying user experiences.\u003c/p\u003e\n\u003ch2\u003e2.3 Virtual Reality (VR) Research Considering Accessibility and Universal Design Aspects\u003c/h2\u003e\n\u003cp\u003eUniversal design is a strategic approach to creating products, facilities, and services that are accessible to all individuals, regardless of their gender, age, disability, language, and other factors (Story et al., 1998). In the context of VR, research on universal design remains limited, predominantly focusing on accessibility features designed specifically for individuals with disabilities. Accessibility entails the creation of information and communication devices and services that are easily usable by everyone, regardless of any disabilities they may have (Wegge et al., 2007; Kim and Park, 2020; Kim and Han, 2017). Although universal design incorporates accessibility, it differs by including a broader range of user groups (Iwarsson\u0026nbsp;and St\u0026aring;hl, 2003;\u0026nbsp;Lee et al., 2023).\u003c/p\u003e\n\u003cp\u003eResearch in the realm of accessibility, especially for visually impaired individuals, has predominantly focused on designing UI with accessibility in mind or developing prototypes that applied specific accessibility features (Te\u0026oacute;filo et al., 2016; H. Hoppe et al., 2020; Craddock, 2018; Te\u0026oacute;filo et al., 2018). This includes efforts to improve the accessibility of VR technologies, with studies targeting enhancements in accessibility (Powell et al., 2020; Tariq et al., 2018; Ghali et al., 2012). Individuals with low vision, colour blindness, and blindness. Te\u0026oacute;filo et al. (2018) assessed the effectiveness of accessibility features for visually impaired individuals in VR environments. Their work involved testing an open-source solution named gear VRF accessibility, designed to implement features such as zooming capabilities, colour contrast adjustments, automatic reading (via screen readers), and captions within a VR environment (Te\u0026oacute;filo et al., 2018).\u003c/p\u003e\n\u003cp\u003eMoreover, significant efforts have been made to develop prototypes that integrate accessibility features (Luangrungruang and Kokaew, 2018; Mirzaei et al., 2012; Mirzaei et al., 2020; Te\u0026oacute;filo, 2019; Te\u0026oacute;filo et al., 2018; Glasser et al., 2019; Jain et al., 2021). Te\u0026oacute;filo (2019) proposed an accessibility service tailored for live VR theatres to accommodate individuals with hearing impairments. This service leverages automatic speech recognition, sentence prediction, and spell-checking technologies to generate both text and sign language captions. The efficiency of this innovative system was validated through both quantitative and qualitative research, yielding high satisfaction levels among participants with hearing impairment (Te\u0026oacute;filo, 2019).\u003c/p\u003e\n\u003cp\u003eAccessibility research related to individuals with physical disabilities has focused on identifying and addressing accessibility issues encountered during device use (Hong et al., 2017; Mott et al., 2020; Ferdous, 2017). This area of paper includes the development of prototypes tailored for individuals with physical disabilities, with particular attention to voice command functionalities (Gerling et al., 2020; Hepperle et al, 2019; Monteiro et al., 2021; Murad et al., 2018; Murad et al., 2019). Mott et al. (2020) discussed methods for making VR systems more accessible to individuals with mobility impairments, emphasising the importance of understanding the varied experiences of individuals with diverse abilities (Mott et al., 2020). Gerling et al. (2020) embarked on designing and testing a VR game specifically for wheelchair users, exploring their preferences and requirements. The findings underscored a keen interest among wheelchair users in VR gaming, highlighting the need to account for disability perspectives, overcome socioeconomic barriers related to technology access, and devise adaptive, flexible VR interactions catering to body diversity (Gerling et al., 2020).\u003c/p\u003e\n\u003cp\u003eIn addition, certain studies broadened the scope beyond specific disabilities, aiming to assess and enhance VR accessibility more generally (Loch et al., 2019; Lischer‐Katz and Clark, 2021; Cook et al., 2019; Fussell et al., 2019). Prominent companies such as Microsoft, Roblox, W3C, and Oculus have presented accessibility guidelines that cater to a wide range of disabilities, setting a benchmark for inclusive design practices (Microsoft, 2023; Roblox, 2023; W3C, 2021; Oculus, 2022).\u003c/p\u003e\n\u003cp\u003eBased on relevant literature and industry guidelines, we compiled a list of key accessibility features tailored for different disabilities, including visual, auditory, and motor impairments (Table 2). This compilation is based on features that were consistently mentioned across three or more sources or identified as essential components within existing VR technologies. The \u0026lsquo;General\u0026rsquo; category of user types outlined in Table 2 encompasses universal features designed without restricting to any specific disability type, reflecting a comprehensive approach to ensuring VR accessibility.\u003c/p\u003e\n\u003cp\u003eTable 2.\u0026nbsp;Key accessibility/universal design features derived from prior VR technology studies\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.439252336448597%\"\u003e\n \u003cp\u003eUser types\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"56.44859813084112%\"\u003e\n \u003cp\u003eAccessibility/Universal features\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"24.11214953271028%\"\u003e\n \u003cp\u003eSource\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.439252336448597%\"\u003e\n \u003cp\u003eVisually impaired individuals\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"56.44859813084112%\"\u003e\n \u003col\u003e\n \u003cli\u003eVoice guidance\u003c/li\u003e\n \u003cli\u003eText/UI size adjustment and magnification\u003c/li\u003e\n \u003cli\u003eColour changes and high contrast\u003c/li\u003e\n \u003cli\u003eVoice commands\u003c/li\u003e\n \u003c/ol\u003e\n \u003c/td\u003e\n \u003ctd width=\"24.11214953271028%\"\u003e\n \u003cp\u003e[32, 33, 35, 58, 60]\u003c/p\u003e\n \u003cp\u003e[35, 57-61]\u003c/p\u003e\n \u003cp\u003e[34, 35, 58-61]\u003c/p\u003e\n \u003cp\u003e[52-54, 58, 60, 61]\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.439252336448597%\"\u003e\n \u003cp\u003eHearing impaired individuals\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"56.44859813084112%\"\u003e\n \u003col\u003e\n \u003cli\u003eCaptions\u003c/li\u003e\n \u003cli\u003eCaption information modification (font, position, colour, background colour, etc.)\u003c/li\u003e\n \u003c/ol\u003e\n \u003c/td\u003e\n \u003ctd width=\"24.11214953271028%\"\u003e\n \u003cp\u003e[42, 58, 60, 61]\u003c/p\u003e\n \u003cp\u003e[42, 58, 60, 61]\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.439252336448597%\"\u003e\n \u003cp\u003eMobility impaired individuals\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"56.44859813084112%\"\u003e\n \u003col\u003e\n \u003cli\u003eFine control support\u003c/li\u003e\n \u003cli\u003eVoice commands\u003c/li\u003e\n \u003c/ol\u003e\n \u003c/td\u003e\n \u003ctd width=\"24.11214953271028%\"\u003e\n \u003cp\u003e[56]\u003c/p\u003e\n \u003cp\u003e[50, 52-54, 58, 60, 61]\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.439252336448597%\"\u003e\n \u003cp\u003eGeneral\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"56.44859813084112%\"\u003e\n \u003col\u003e\n \u003cli\u003eMotion sickness prevention technology support\u003c/li\u003e\n \u003cli\u003eUser guide (tutorial)\u003c/li\u003e\n \u003cli\u003eIntuitive UI\u003c/li\u003e\n \u003cli\u003eVisual Cue (highlights, text, icons, etc.)\u003c/li\u003e\n \u003cli\u003eHaptic feedback (deactivation, intensity adjustment, etc.)\u003c/li\u003e\n \u003cli\u003eUser location/orientation indication and manipulation\u003c/li\u003e\n \u003c/ol\u003e\n \u003c/td\u003e\n \u003ctd width=\"24.11214953271028%\"\u003e\n \u003cp\u003e[60, 61]\u003c/p\u003e\n \u003cp\u003e[57, 61]\u003c/p\u003e\n \u003cp\u003e[58, 61]\u003c/p\u003e\n \u003cp\u003e[44, 58, 59, 61]\u003c/p\u003e\n \u003cp\u003e[33, 45, 58, 61]\u003c/p\u003e\n \u003cp\u003e[38, 60, 61]\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"},{"header":"3\tAnalysis of Offline Shopping Experience Using Video Ethnography Technique","content":"\u003cp\u003eTo understand user shopping behaviours and experiences in offline retail stores for prototype development, we employed video ethnography. This method involves recording and analysing user behaviours and interactions with products in their natural environment through video recordings (Zeisel, 1984). It is a well-established research method for observing and analysing participants (Yoo and Pan, 2013).\u003c/p\u003e\n\u003ch2\u003e3.1 Participants\u003c/h2\u003e\n\u003cp\u003eThe study involved a sample of six university students in their 20s, with an average age of 24.3 (SD = 0.5), comprising three males and three females. Participants were selected based on their good physical health, ability to participate in the experiment without difficulty, and recent experience with clothing shopping within the last three months. Four of the participants reported purchasing clothes at least once a month, while two did so at least once every two months.\u003c/p\u003e\n\u003ch2\u003e3.2 Methods\u003c/h2\u003e\n\u003cp\u003eThe experiment took place in a large clothing store featuring mannequins and display tables. At the outset, participants were briefed on the purpose and methodology of the video ethnography. They were then allowed to browse the store freely, engaging in a natural shopping process by selecting clothes they liked and placing them in shopping bags (Figure 1). This process was video-recorded -recorded by the experiment facilitator. Following the shopping activity, a brief interview was conducted to gather insights on key factors influencing their shopping experiences, their shopping habits, and the motivations behind their selections. The experiment lasted approximately 13 min in total, with participants given the flexibility to take breaks or terminate the session at any time as per their comfort.\u003c/p\u003e\n\u003ch2\u003e3.3 Data Analysis and Results\u003c/h2\u003e\n\u003cp\u003eThe analysis of the offline shopping experiences, based on the video recordings, revealed that participant behaviours encompassed four distinct tasks: time spent exploring products on hangers, mannequins, and desks, and time spent moving to explore products. We organised the duration spent on each task and analysed the overall shopping time (Table 3). Additionally, we delved into the characteristic shopping experiences, including patterns of user movement and approaches to offline shopping.\u003c/p\u003e\n\u003cp\u003eTable 3.\u0026nbsp;Average time taken for each task\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"16.666666666666668%\" rowspan=\"2\"\u003e\n \u003cp\u003e-\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\" rowspan=\"2\"\u003e\n \u003cp\u003eMovement time\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"50%\" colspan=\"3\"\u003e\n \u003cp\u003eProduct exploration time\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\" rowspan=\"2\"\u003e\n \u003cp\u003eTotal shopping time\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.333333333333336%\"\u003e\n \u003cp\u003eIn front of the hanger\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"33.333333333333336%\"\u003e\n \u003cp\u003eIn front of the mannequin\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"33.333333333333336%\"\u003e\n \u003cp\u003ein front of the desk\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003eAverage time spent (%)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003e1 minute 53 seconds\u003cbr\u003e\u0026nbsp;(28.8%)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003e3 minute 54 seconds\u003cbr\u003e\u0026nbsp;(57.4%)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003e14 seconds\u003cbr\u003e\u0026nbsp;(4.1%)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003e34.83 seconds\u003cbr\u003e\u0026nbsp;(9.7%)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.666666666666668%\"\u003e\n \u003cp\u003e6.33 minute\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003e(All \u0026lsquo;%\u0026rsquo; values are rounded to second decimal place.)\u003c/p\u003e\n\u003cp\u003eAnalysis\u0026nbsp;using\u0026nbsp;video ethnography revealed that navigation\u0026nbsp;was accounted for 28.8% of the total shopping time, indicating that\u0026nbsp;a significant portion was dedicated to\u0026nbsp;moving around.\u0026nbsp;This frequent exploration of various stores or navigating spacious\u0026nbsp;stores to find desired clothing items\u0026nbsp;resulted in product\u0026nbsp;exploration times\u0026nbsp;being highest for hangers, followed by desks and mannequins. The majority of time, specifically\u0026nbsp;57.4%, was spent at hangers,\u0026nbsp;mainly due to\u0026nbsp;tangled\u0026nbsp;clothes,\u0026nbsp;which complicated the process of identifying\u0026nbsp;desired items and\u0026nbsp;their information. Conversely,\u0026nbsp;desks,\u0026nbsp;where\u0026nbsp;items were\u0026nbsp;more openly\u0026nbsp;displayed,\u0026nbsp;accounted for only 9.7% of the time, facilitating easier identification by\u0026nbsp;participants.\u0026nbsp;Mannequins,\u0026nbsp;requiring\u0026nbsp;the least time\u0026nbsp;at\u0026nbsp;4.1%,\u0026nbsp;saw\u0026nbsp;minimal interaction beyond\u0026nbsp;brief glances, contributing to the shorter time spent on this\u0026nbsp;shopping\u0026nbsp;aspect.\u003c/p\u003e\n\u003ch2\u003e3.4 Derivation of Shopping Functions for Virtual Shopping Mall\u003c/h2\u003e\n\u003cp\u003eThe findings\u0026nbsp;underscore\u0026nbsp;the\u0026nbsp;importance of displaying\u0026nbsp;products using hangers, mannequins, and desks\u0026nbsp;in developing\u0026nbsp;a virtual shopping mall that\u0026nbsp;accurately mirrors\u0026nbsp;real shopping experiences.\u0026nbsp;Participant feedback on\u0026nbsp;each of the four tasks\u0026nbsp;in Table 3, guided the identification of necessary\u0026nbsp;interactions for a virtual shopping mall,\u0026nbsp;followed by\u0026nbsp;an analysis of\u0026nbsp;essential\u0026nbsp;shopping-related features,\u0026nbsp;as presented in Table 4.\u003c/p\u003e\n\u003cp\u003eTable 4.\u0026nbsp;Key comments and derived necessary features\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\" width=\"536\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"15.85820895522388%\"\u003e\n \u003cp\u003eTasks\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"35.82089552238806%\"\u003e\n \u003cp\u003eParticipant comments\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"26.119402985074625%\"\u003e\n \u003cp\u003eNecessary interactions\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.20149253731343%\"\u003e\n \u003cp\u003eNecessary features\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"15.85820895522388%\"\u003e\n \u003cp\u003eMovement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"35.82089552238806%\"\u003e\n \u003cul\u003e\n \u003cli\u003e\u0026ldquo;It\u0026apos;s inconvenient to have to physically search for products.\u0026rdquo; (P1, P3, P4)\u003c/li\u003e\n \u003cli\u003e\u0026quot;I usually prefer small stores or online shopping when looking for desired products.\u0026quot; (P1, P3, P4)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"26.119402985074625%\"\u003e\n \u003cp\u003eNeed interaction to address fatigue and time consumption related to mobility\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.20149253731343%\"\u003e\n \u003cp\u003eTeleportation movement, Mini-map warp movement\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"15.85820895522388%\"\u003e\n \u003cp\u003eExploration in front of the hanger\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"35.82089552238806%\"\u003e\n \u003cul\u003e\n \u003cli\u003e\u0026quot;Check details such as material, stitching, and pockets.\u0026quot; (P1, P2, P3, P4, P5)\u003c/li\u003e\n \u003cli\u003e\u0026quot;It would be nice if the price tag and size were easier to see for each product.\u0026quot; (P1, P2, P3, P4)\u003c/li\u003e\n \u003cli\u003e\u0026quot;Due to the inconvenience of trying on clothes, I mainly assess their suitability by holding them up in front of a mirror.\u0026quot; (P1, P2, P3, P5)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"26.119402985074625%\"\u003e\n \u003cp\u003eNeed interaction for easily checking product information at a glance and assessing how well it suits oneself\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.20149253731343%\"\u003e\n \u003cp\u003eChecking detailed product information, Virtual fitting using avatars\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"15.85820895522388%\"\u003e\n \u003cp\u003eExploration in front of the desk\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"35.82089552238806%\"\u003e\n \u003cul\u003e\n \u003cli\u003e\u0026quot;Rotate items on the desk at different angles to closely examine inner textures, materials, etc.\u0026quot; (P1, P2, P3, P4, P5)\u003c/li\u003e\n \u003cli\u003e\u0026quot;Especially in cases where size and fit, like with hats, are crucial, I try them on directly.\u0026quot; (P2, P3)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"26.119402985074625%\"\u003e\n \u003cp\u003eNeed interaction to understand product information on the desk by rotating items at various angles\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.20149253731343%\"\u003e\n \u003cp\u003eConfirming product design, Virtual fitting using avatars\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"15.85820895522388%\"\u003e\n \u003cp\u003eExploration in front of the mannequin\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"35.82089552238806%\"\u003e\n \u003cul\u003e\n \u003cli\u003e\u0026quot;Many times, I find the mannequin\u0026apos;s outfit unsatisfactory.\u0026quot; (P2, P3, P5)\u003c/li\u003e\n \u003cli\u003e\u0026quot;The mannequin\u0026apos;s different body shape doesn\u0026apos;t help in checking the fit.\u0026quot; (P2, P4, P6)\u003c/li\u003e\n \u003cli\u003e\u0026quot;It\u0026apos;s difficult to ask for a specific outfit from the mannequin, even if I like it.\u0026quot; (P1, P3)\u003c/li\u003e\n \u003cli\u003e\u0026quot;To assess the fit of the desired clothing, I observe the mannequin.\u0026quot; (P1)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003ctd width=\"26.119402985074625%\"\u003e\n \u003cp\u003eNeed interaction to check the overall fit of outfits and products\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.20149253731343%\"\u003e\n \u003cp\u003eVirtual fitting using avatars\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e"},{"header":"4\tDevelopment of Universal Virtual Shopping Mall Prototype","content":"\u003cp\u003eThe\u0026nbsp;design and development of the virtual shopping mall prototype were achieved using Adobe XD and Unity.\u0026nbsp;The\u0026nbsp;completion\u0026nbsp;of\u0026nbsp;the\u0026nbsp;prototype development is\u0026nbsp;illustrated\u0026nbsp;in Figure 2.\u003c/p\u003e\n\u003ch2\u003e4.1 Derivation of Shopping Mall Features Considering User Experience\u003c/h2\u003e\n\u003cp\u003eDrawing from\u0026nbsp;the features\u0026nbsp;of existing\u0026nbsp;virtual shopping malls\u0026nbsp;discussed\u0026nbsp;in Chapter 2.2 (Table 1) and the\u0026nbsp;essential features\u0026nbsp;identified\u0026nbsp;in\u0026nbsp;Chapter 3 (Table 4), shopping-related features were\u0026nbsp;conceptualised\u0026nbsp;to\u0026nbsp;enhance\u0026nbsp;user experience,\u0026nbsp;guiding the\u0026nbsp;development of the prototype.\u0026nbsp;Key\u0026nbsp;features\u0026nbsp;developed\u0026nbsp;include two navigation functions\u0026mdash;teleportation and mini-map warp movements\u0026nbsp;for exploration\u0026mdash;and\u0026nbsp;three product manipulation functions: checking\u0026nbsp;detailed product information,\u0026nbsp;confirming\u0026nbsp;product designs, and\u0026nbsp;enabling\u0026nbsp;virtual fittings\u0026nbsp;with\u0026nbsp;avatars (Table 5).\u003c/p\u003e\n\u003cp\u003eTable 5.\u0026nbsp;Key features of developed virtual shopping mall\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.64485981308411%\"\u003e\n \u003cp\u003eDeveloped key shopping features\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"66.35514018691589%\"\u003e\n \u003cp\u003eDescription\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.64485981308411%\"\u003e\n \u003cp\u003eTeleportation movement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"66.35514018691589%\"\u003e\n \u003cp\u003ePrecision movement through distance adjustment\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.64485981308411%\"\u003e\n \u003cp\u003eMini-map warp movement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"66.35514018691589%\"\u003e\n \u003cp\u003eInstant movement to desired locations via the mini-map\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.64485981308411%\"\u003e\n \u003cp\u003eChecking detailed product information\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"66.35514018691589%\"\u003e\n \u003cp\u003eProduct-specific detailed information through a simple interaction of flipping through garments\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.64485981308411%\"\u003e\n \u003cp\u003eConfirming product design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"66.35514018691589%\"\u003e\n \u003cp\u003eDetailed inspection through product rotation at various angles\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"33.64485981308411%\"\u003e\n \u003cp\u003eVirtual fitting using avatars\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"66.35514018691589%\"\u003e\n \u003cp\u003eAbility to see the avatar wearing the selected product upon selection\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003ch2\u003e4.2 Derivation of Shopping Mall Features Considering Universal Perspective\u003c/h2\u003e\n\u003cp\u003eFrom a\u0026nbsp;universal design perspective, this study identified and developed essential\u0026nbsp;features for a virtual shopping mall.\u0026nbsp;Drawing\u0026nbsp;on accessibility features\u0026nbsp;identified\u0026nbsp;in Chapter 2.3 (Table 2), two\u0026nbsp;critical\u0026nbsp;universal features\u0026nbsp;were derived for\u0026nbsp;the system (Table 6).\u0026nbsp;\u0026lsquo;Voice guidance\u0026rsquo; converts\u0026nbsp;visually displayed information into auditory information,\u0026nbsp;providing\u0026nbsp;auditory feedback and reading content aloud, enhancing accessibility for users. The\u0026nbsp;\u0026apos;Tutorial\u0026apos;\u0026nbsp;feature provides comprehensive\u0026nbsp;instructions for\u0026nbsp;navigating\u0026nbsp;and\u0026nbsp;utilising the\u0026nbsp;content and\u0026nbsp;platform, especially beneficial\u0026nbsp;for users\u0026nbsp;new to\u0026nbsp;VR content and controls,\u0026nbsp;covering\u0026nbsp;controller operations, map configurations, and other\u0026nbsp;essential\u0026nbsp;information.\u003c/p\u003e\n\u003cp\u003eTable 6.\u0026nbsp;Key features added to virtual shopping mall from universal design perspective\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eKey universal features\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eDescription\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eVoice guidance\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eFeature providing voice explanations for actions when selecting and moving buttons (e.g., when moving to the hanger, \u0026ldquo;Moved to the front of the hanger\u0026rdquo;)\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eTutorial\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eFeature providing information on the usage, operation, interactions, and interfaces of the virtual shopping mall\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003ch2\u003e4.3 Prototype Design Considering Universal Perspective\u003c/h2\u003e\n\u003cp\u003eThe prototype\u0026apos;s\u0026nbsp;design also\u0026nbsp;incorporated\u0026nbsp;a universal\u0026nbsp;perspective\u0026nbsp;(Table 7), incorporating\u0026nbsp;design\u0026nbsp;elements\u0026nbsp;such as colour changes and high contrast, menu and button\u0026nbsp;design, visual cues for different product types, and central interface placement (Figure 3).\u003c/p\u003e\n\u003cp\u003eTable 7.\u0026nbsp;Key design elements of virtual shopping mall considering universal design perspective\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eKey universal design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eDescription\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eColour changes and high contrast\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eApply a brightness contrast of 4.5:1 or higher between text and background for sufficient visibility\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eMenu and button design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eUtilize not only colour but also the thickness and shape of text, icons, and lines for meaningful communication of information\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eVisual cues for different product types (hanger, mannequin, desk)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eWhen moving towards a specific product type, provide interaction buttons at the top of the respective product\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"26.542056074766354%\"\u003e\n \u003cp\u003eCentral interface placement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"73.45794392523365%\"\u003e\n \u003cp\u003eConsider the user\u0026apos;s comfortable field of view and centre the UI based on a 4K resolution (3860k x 2180k)\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003ch2\u003e\u003cstrong\u003e4.4\u0026nbsp;\u003c/strong\u003eFinal Prototype Development\u003c/h2\u003e\n\u003cp\u003eThe final prototype encompasses functionalities identified in Tables 5 and 6, including a tutorial, user location/orientation control (teleportation and mini-map warp movement), virtual fitting using avatars, voice guidance, and an intuitive UI for different product types (hanger, mannequin, desk). These features facilitate detailed product information review and product design confirmation. An example of the final prototype design is illustrated in Figure 4.\u003c/p\u003e"},{"header":"5\tUsability Test","content":"\u003cp\u003eThe universal virtual shopping mall\u0026nbsp;prototype\u0026nbsp;was validated from a universal design\u0026nbsp;perspective, incorporating\u0026nbsp;a subjective satisfaction assessment of the implemented features.\u0026nbsp;This\u0026nbsp;process\u0026nbsp;involved evaluating\u0026nbsp;users\u0026apos;\u0026nbsp;subjective satisfaction and conducting in-depth interviews to\u0026nbsp;capture\u0026nbsp;detailed\u0026nbsp;information on users\u0026apos;\u0026nbsp;actual concerns and needs. The study\u0026nbsp;was ethically approved by\u0026nbsp;the Kwangwoon University Bioethics Research Board (Approval No: 7001546-202201202-HR(SB)-011-04).\u003c/p\u003e\n\u003ch2\u003e5.1 Participants\u003c/h2\u003e\n\u003cp\u003eThe\u0026nbsp;participant group consisted of\u0026nbsp;30 adults in their twenties,\u0026nbsp;sourced from\u0026nbsp;a university community,\u0026nbsp;with an\u0026nbsp;average age of 23.3 years (SD = 1.8),\u0026nbsp;including\u0026nbsp;14 males and 16 females.\u0026nbsp;Of these, 21 had experience with VR devices,\u0026nbsp;whereas\u0026nbsp;nine\u0026nbsp;were newcomers. Additionally,\u0026nbsp;21 participants were\u0026nbsp;identified as\u0026nbsp;frequent clothing shoppers, with\u0026nbsp;a\u0026nbsp;majority (22)\u0026nbsp;favouring\u0026nbsp;online shopping\u0026nbsp;for its\u0026nbsp;convenience,\u0026nbsp;ease of\u0026nbsp;reducing physical fatigue,\u0026nbsp;and\u0026nbsp;the ability to quickly compare offerings\u0026nbsp;from various stores.\u003c/p\u003e\n\u003ch2\u003e5.2 Procedure\u003c/h2\u003e\n\u003cp\u003eParticipants\u0026nbsp;were\u0026nbsp;briefed\u0026nbsp;on the\u0026nbsp;experiment\u0026apos;s\u0026nbsp;purpose and procedures\u0026nbsp;before providing\u0026nbsp;demographic information and\u0026nbsp;signing a\u0026nbsp;consent form.\u0026nbsp;They were introduced to\u0026nbsp;the universal virtual shopping mall prototype developed\u0026nbsp;for\u0026nbsp;this study,\u0026nbsp;along with\u0026nbsp;the scenarios\u0026nbsp;they would navigate using\u0026nbsp;the prototype.\u0026nbsp;Using a\u0026nbsp;HMD, participants engaged in\u0026nbsp;virtual shopping tasks\u0026nbsp;through\u0026nbsp;controller manipulation,\u0026nbsp;as outlined in\u0026nbsp;the given scenarios (Figure 5). An example of these\u0026nbsp;scenarios\u0026nbsp;is provided\u0026nbsp;in Table 8.\u0026nbsp;Upon\u0026nbsp;completing all scenarios, participants\u0026nbsp;completed\u0026nbsp;a subjective satisfaction survey\u0026nbsp;focused on\u0026nbsp;the\u0026nbsp;prototype\u0026apos;s\u0026nbsp;functionality and interface design,\u0026nbsp;and also took part\u0026nbsp;in in-depth interviews.\u0026nbsp;Satisfaction levels were\u0026nbsp;measured on an 11-point scale,\u0026nbsp;ranging from\u0026nbsp;0\u0026nbsp;(Not satisfied at\u0026nbsp;all) to\u0026nbsp;10\u0026nbsp;(Very satisfied).\u0026nbsp;The experiment\u0026nbsp;lasted approximately\u0026nbsp;30 min,\u0026nbsp;with\u0026nbsp;participants\u0026nbsp;having the freedom\u0026nbsp;to take breaks or\u0026nbsp;end the session as needed.\u003c/p\u003e\n\u003cp\u003eTable 8. Example scenarios\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e\u0026nbsp;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eTasks\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003eScenarios\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eCheck the tutorial for the virtual shopping mall\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003ePlease enter the virtual shopping mall and check the tutorial for controller operations and various functions.\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eAdjust the avatar\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003eThrough facial and body adjustments, create an avatar that resembles yourself or is more satisfying.\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eMove freely in the virtual shopping mall\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003ePress the Y or B button on the controller to freely move around the showroom.\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eCheck wardrobe outfits\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003ePress the interaction button on the wardrobe to examine the clothes in detail.\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eCheck mannequin outfits\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003ePress the interaction button on the mannequin to examine the outfit it\u0026apos;s wearing in detail.\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"7.102803738317757%\"\u003e\n \u003cp\u003e6\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"30.093457943925234%\"\u003e\n \u003cp\u003eVerify accessories\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"62.80373831775701%\"\u003e\n \u003cp\u003ePress the interaction button on the desk to examine the products on it in detail\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003ch2\u003e5.3 Results\u003c/h2\u003e\n\u003cp\u003eThe experimental\u0026nbsp;results were analysed using descriptive statistics,\u0026nbsp;presenting the\u0026nbsp;subjective satisfaction scores and insights from\u0026nbsp;in-depth interviews\u0026nbsp;related to the universal virtual shopping mall in Table 9.\u003c/p\u003e\n\u003cp\u003eTable 9.\u0026nbsp;Subjective satisfaction results for developed universal virtual shopping mall\u003c/p\u003e\n\u003ctable border=\"1\" cellspacing=\"0\" cellpadding=\"0\"\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd width=\"12.29235880398671%\"\u003e\n \u003cp\u003eClassification\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.943521594684384%\"\u003e\n \u003cp\u003eFactors\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"19.435215946843854%\"\u003e\n \u003cp\u003eSubjective satisfaction scores\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"51.32890365448505%\"\u003e\n \u003cp\u003eUser feedback\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"12.29235880398671%\" rowspan=\"5\"\u003e\n \u003cp\u003eShopping and universal features\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.943521594684384%\"\u003e\n \u003cp\u003eTutorial\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"19.435215946843854%\"\u003e\n \u003cp\u003e8.91 points (SD=0.89)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"51.32890365448505%\"\u003e\n \u003cul\u003e\n \u003cli\u003eEssential functionality, and it is beneficial for first-time users with its intuitive and detailed explanations. (12 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eVirtual fitting using avatars\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e8.36 points (SD=2.33)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eTrying clothes on the avatar and being able to gauge if they would suit me was appreciated. (10 participants)\u003c/li\u003e\n \u003cli\u003eI liked the ability to customize an avatar similar to myself. (8 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eUser location/orientation control (Teleportation movement, Mini-map warp movement)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e8.41 points (SD=1.62)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eI enjoyed the flexibility of using teleportation for initial store exploration and seamlessly switching to quick movement through mini-map warp for accessing other services. (8 participants)\u003c/li\u003e\n \u003cli\u003ePrefer the teleportation method as it allows adjusting the distance and exploring by moving around directly. (5 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eIntuitive UI for different product types (Checking detailed product information, Confirming product design)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e8.72 points (SD=1.33)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eConvenient viewing with a UI layout tailored to the characteristics of the products. (11 participants)\u003c/li\u003e\n \u003cli\u003eThe mannequin was great for showcasing multiple products at once, the desk was suitable for detailed accessory viewing, and the hanger was helpful for assessing clothing inventory. (5 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eVoice guidance\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e7.72 points (SD=2.13)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eBeing informed through voice allowed me to confirm whether I was doing well, providing reassurance about my actions. (6 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"12.29235880398671%\" rowspan=\"4\"\u003e\n \u003cp\u003eUniversal design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"16.943521594684384%\"\u003e\n \u003cp\u003eColour changes and high contrast\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"19.435215946843854%\"\u003e\n \u003cp\u003e9.34 points (SD=0.94)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"51.32890365448505%\"\u003e\n \u003cul\u003e\n \u003cli\u003eIt was helpful to see intuitively what I was clicking on. (9 participants)\u003c/li\u003e\n \u003cli\u003eI liked being able to visually confirm that I made a good choice. (7 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eMenu and button design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e8.84 points (SD=1.30)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eIt was nice to have intuitive icons along with menu names. (7 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eCentral interface placement\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e9.22 points (SD=1.07)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eThe information being centrally located helped focus my gaze and caught my eye easily. (9 participants)\u003c/li\u003e\n \u003cli\u003eLess need to turn the head reduced dizziness, and there was no eye strain. (3 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"19.318181818181817%\"\u003e\n \u003cp\u003eVisual cues for different product types\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"22.15909090909091%\"\u003e\n \u003cp\u003e8.38 points (SD=1.41)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"58.52272727272727%\"\u003e\n \u003cul\u003e\n \u003cli\u003eLocated at the top, it was easy to click on what I wanted without interference from other elements. (6 participants)\u003c/li\u003e\n \u003cli\u003eClearly visible, allowing me to realize that clicking on this would show the products. (4 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd width=\"29.235880398671096%\" colspan=\"2\"\u003e\n \u003cp\u003eOverall satisfaction with the universal virtual shopping mall\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"19.435215946843854%\"\u003e\n \u003cp\u003e8.13 points (SD=1.34)\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd width=\"51.32890365448505%\"\u003e\n \u003cul\u003e\n \u003cli\u003eThe usage in the VR environment was intriguing due to its simple controls and intuitive interface. (10 participants)\u003c/li\u003e\n \u003c/ul\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n\u003c/table\u003e\n\u003cp\u003eThe usability evaluation revealed that the prototype received high satisfaction scores across all evaluated factors. The \u0026lsquo;Tutorial\u0026rsquo; feature received a score of 8.91 (SD = 0.89) within the shopping function category, while \u0026lsquo;Colour changes and high contrast\u0026rsquo; achieved the highest satisfaction score of 9.34 (SD = 0.94) in the universal design category. These results underscore the significant positive impact of incorporating a universal design perspective on user experience. Furthermore, the overall satisfaction score for the universal virtual shopping mall was notably high at 8.13 (SD = 1.34), indicating that the prototype developed in this study successfully met and possibly exceeded user satisfaction expectations.\u003c/p\u003e"},{"header":"6\tDiscussion","content":"\u003ch2\u003e6.1 Key Features of Virtual Shopping Mall for Satisfactory User Experience\u003c/h2\u003e\n\u003cp\u003eAnalysing\u0026nbsp;offline shopping experiences\u0026nbsp;through\u0026nbsp;video ethnography\u0026nbsp;revealed\u0026nbsp;that users often\u0026nbsp;experienced\u0026nbsp;fatigue\u0026nbsp;from\u0026nbsp;the\u0026nbsp;considerable\u0026nbsp;time spent\u0026nbsp;moving around. Perfect\u0026nbsp;exploration time\u0026nbsp;notably varied,\u0026nbsp;with\u0026nbsp;hangers, desks, and mannequins being explored in descending order of time spent. The most\u0026nbsp;time\u0026nbsp;was\u0026nbsp;spent at hangers\u0026nbsp;mainly\u0026nbsp;due to difficulty in disentangling clothes,\u0026nbsp;leading\u0026nbsp;participants\u0026nbsp;to\u0026nbsp;desire\u0026nbsp;easier access\u0026nbsp;to size, price, and material information. Desks, however, facilitated quicker understanding\u0026nbsp;as items were\u0026nbsp;openly\u0026nbsp;displayed,\u0026nbsp;allowing for thorough\u0026nbsp;inspection through rotation.\u0026nbsp;Mannequins\u0026nbsp;required\u0026nbsp;the least\u0026nbsp;amount of\u0026nbsp;time,\u0026nbsp;typically\u0026nbsp;used for\u0026nbsp;quick\u0026nbsp;fit\u0026nbsp;checks\u0026nbsp;and\u0026nbsp;style references. A\u0026nbsp;notable\u0026nbsp;behaviour was\u0026nbsp;the frequent\u0026nbsp;lifting and turning of\u0026nbsp;products for\u0026nbsp;product\u0026nbsp;examination, indicating a desire to assess product suitability. From\u0026nbsp;these\u0026nbsp;findings, key\u0026nbsp;shopping and universal\u0026nbsp;design\u0026nbsp;features were derived to\u0026nbsp;enhance the\u0026nbsp;user experience\u0026nbsp;within a virtual shopping mall, leading to the development of a universal virtual shopping mall. This mall includes major\u0026nbsp;features\u0026nbsp;such as tutorials, avatar-based virtual fittings, user location/orientation control, voice guidance, and\u0026nbsp;an\u0026nbsp;intuitive UI for\u0026nbsp;different\u0026nbsp;product types (hanger, mannequin, desk).\u0026nbsp;Usability studies showed\u0026nbsp;high\u0026nbsp;overall\u0026nbsp;satisfaction for all features,\u0026nbsp;except for the\u0026nbsp;\u0026lsquo;Voice guidance\u0026rsquo;\u0026nbsp;function,\u0026nbsp;with many\u0026nbsp;participants\u0026nbsp;expressing interest\u0026nbsp;in future\u0026nbsp;use\u0026nbsp;if further\u0026nbsp;development occurs.\u003c/p\u003e\n\u003cp\u003eConcerning \u0026lsquo;Voice guidance\u0026rsquo;, many\u0026nbsp;participants\u0026nbsp;found\u0026nbsp;discomfort\u0026nbsp;with\u0026nbsp;continuous\u0026nbsp;auditory\u0026nbsp;feedback during\u0026nbsp;navigation and\u0026nbsp;selection,\u0026nbsp;suggesting\u0026nbsp;a preference for optional use.\u0026nbsp;This feedback is\u0026nbsp;consistent\u0026nbsp;with Sikstr\u0026ouml;m et al.\u0026apos;s (2016)\u0026nbsp;study, which\u0026nbsp;indicated\u0026nbsp;that auditory feedback in VR shopping environments\u0026nbsp;does not significantly impact the\u0026nbsp;shopping\u0026nbsp;experience (Sikstr\u0026ouml;m et al., 2016). Therefore,\u0026nbsp;an option to toggle this feature on or off would be beneficial, particularly for\u0026nbsp;older\u0026nbsp;individuals\u0026nbsp;or\u0026nbsp;those\u0026nbsp;with visual impairments.\u003c/p\u003e\n\u003cp\u003eThe\u0026nbsp;\u0026lsquo;Tutorial\u0026rsquo;\u0026nbsp;feature\u0026nbsp;received\u0026nbsp;the highest satisfaction\u0026nbsp;scores, with feedback indicating\u0026nbsp;its intuitive explanations\u0026nbsp;were\u0026nbsp;helpful\u0026nbsp;even for VR\u0026nbsp;novices. This aligns with Fussell et al.\u0026apos;s (2019)\u0026nbsp;study,\u0026nbsp;emphasising the importance of tutorials in building\u0026nbsp;confidence and comfort\u0026nbsp;in VR usage through VR tutorials (Cook et al., 2019). Given the limited mainstream adoption of\u0026nbsp;HMDs,\u0026nbsp;providing tutorial features is essential for enhancing user satisfaction with the VR shopping mall experience.\u003c/p\u003e\n\u003cp\u003eThe \u0026lsquo;User\u0026nbsp;location/orientation control\u0026rsquo;\u0026nbsp;feature, especially teleportation and mini-map warp movements, was well-received,\u0026nbsp;enable efficient navigation to desired locations. while teleportation was favoured for its ability to provide location\u0026nbsp;awareness,\u0026nbsp;initial difficulties with\u0026nbsp;controller manipulation\u0026nbsp;highlighted the need for clear instructions\u0026nbsp;and practice,\u0026nbsp;especially for those new to VR. Additionally,\u0026nbsp;incorporating\u0026nbsp;a\u0026nbsp;joystick-based\u0026nbsp;walking feature\u0026nbsp;could offer\u0026nbsp;a\u0026nbsp;more familiar navigation method for\u0026nbsp;users accustomed to traditional\u0026nbsp;movement controls.\u003c/p\u003e\n\u003ch2\u003e6.2 Reflection on Universal Design Perspective\u003c/h2\u003e\n\u003cp\u003eThe interface design of the developed universal virtual shopping mall incorporates colour changes and high contrast, intuitive menu and button design, central interface placement, and visual cues for identifying different product types. During the user evaluation, the majority of participants expressed overall satisfaction with the interface design.\u003c/p\u003e\n\u003cp\u003eThe aspects receiving the highest satisfaction scores were the \u0026lsquo;Colour changes and high contrast\u0026rsquo; and \u0026lsquo;Central interface placement\u0026rsquo;. Participants particularly noted that the \u0026lsquo;Colour changes and high contrast\u0026rsquo; design quickly captured their attention and was perceived positively due to its dramatic colour contrasts. This observation is supported by the research of Te\u0026oacute;filo et al. (2018), indicating that colour contrast significantly influences user satisfaction and readability (Craddock, 2018). In our study, a brightness contrast ratio of at least 4.5:1 between text and background was employed, proving satisfactory for both older adults and individuals in their 20s.\u003c/p\u003e\n\u003cp\u003eAs for\u0026nbsp;the\u0026nbsp;\u0026lsquo;Central interface placement\u0026rsquo;, feedback from interviews indicated that positioning elements centrally\u0026nbsp;was effective in minimising\u0026nbsp;the need for extensive\u0026nbsp;head movements,\u0026nbsp;thereby\u0026nbsp;reducing\u0026nbsp;the likelihood of\u0026nbsp;motion sickness and dizziness. In this\u0026nbsp;prototype, most menus were strategically\u0026nbsp;positioned within a\u0026nbsp;comfortable viewing range\u0026nbsp;for\u0026nbsp;users,\u0026nbsp;approximately -77 to +77 degrees horizontally and -12 to +20 degrees vertically from the centre point\u0026nbsp;(Alger, 2015).\u0026nbsp;This\u0026nbsp;ergonomic consideration is critical for ongoing development\u0026nbsp;of virtual shopping\u0026nbsp;malls.\u003c/p\u003e\n\u003cp\u003eThe implementation of visual cues for distinguishing between different product types also garnered positive feedback, with interviewees highlighting the strategic placement of these cues at the top of the products to avoid overlap with other items. This design choice made it easier for participants to quickly notice and identify the products they were interested in, supporting the findings of Glasser et al. (2019) on the effectiveness of visual cues in target identification (Glasser et al., 2019). In this study, a combination of text and icons was used to design these visual cues, confirming their effectiveness in aiding users in identifying desired items.\u003c/p\u003e\n\u003cp\u003eThe universal virtual shopping mall prototype developed in this study significantly reduced physical fatigue by allowing users to virtually visit stores and observe products. This virtual environment combines the advantages of online shopping\u0026mdash;such as detailed exploration of stores and products via teleportation and mini-map warp movements, and quick viewing of various products through product confirmation features\u0026mdash;with the benefits of offline shopping, including trying on products using an avatar that resembles the user and checking product details through an intuitive UI for different product types. Essentially, this universal virtual shopping mall combines and enhances both online and offline shopping experiences, potentially enhancing engagement with products and increasing the reliability of purchases. Furthermore, the incorporation of universal design principles and features aims to deliver positive experiences not only for individuals with disabilities and older adults but also for the general users, underscoring the inclusive nature of this development.\u003c/p\u003e"},{"header":"7\tConclusions","content":"\u003cp\u003eBuilding on the analysis of existing commercial virtual shopping malls and results from users offline shopping experiences captured through video ethnography, this study delineates key shopping functionalities essential for virtual shopping malls. Additionally, by reviewing literature on VR accessibility and universal design principles, it identifies main universal functionalities for virtual shopping malls, culminating in the design of a universal virtual shopping mall interface. The prototype of this HMD-based universal virtual shopping mall incorporates features such as a tutorial, user location/orientation controls (including teleportation and mini-map warp movements), avatar-based virtual fitting, voice guidance, and an intuitive UI tailored for various product displays (hanger, mannequin, desk). For the universal interface design, it introduces meticulously designed menus and buttons, colour changes and high contrast for greater visibility, strategically placed central interface, and visual cues for different product categories. The evaluation of user experience with the prototype\u0026apos;s features and interface design yielded high satisfaction levels across both shopping-specific and universal functionalities, as well as the overall design approach. Users expressed a strong willingness in exploring the prototype further in the future. The outcomes of this study provide a robust foundation for future research in virtual shopping mall development, highlighting essential considerations for the design and evaluation of content and platforms within virtual shopping malls.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eCompeting interests:\u0026nbsp;\u003c/strong\u003eThe authors have no relevant financial or non-financial interests to disclose.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding\u003c/strong\u003e\u003cstrong\u003e:\u003c/strong\u003e\u003cstrong\u003e\u0026nbsp;\u003c/strong\u003eThis research was supported by the Ministry of Science and ICT (MSIT), Korea, under the ICT Challenge and Advanced Network (ICAN) program of HRD (IITP-2022-RS-2022\u0026ndash;00156215) supervised by the Institute of Information \u0026amp; Communications Technology Planning \u0026amp; Evaluation (IITP). Also the present research was conducted by a Research Grant of Kwangwoon University in 2022.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAlger M (2015) Visual design methods for virtual reality. Ravensbourne. Available at: http://aperturesciencellc.com/vr/VisualDesignMethodsforVR_MikeAlger.pdf.\u003c/li\u003e\n\u003cli\u003eAltarteer S, Vassilis C, Harrison D, Chan W (2016, July) Product customisation: virtual reality and new opportunities for luxury brands online trading. In Proceedings of the 21st International Conference on Web3D Technology, pp. 173-174.\u003c/li\u003e\n\u003cli\u003eBhatti A, Akram H, Basit HM, Khan AU, Raza SM, Naqvi MB (2020) E-commerce trends during COVID-19 Pandemic. Int J Future Gener Commun Netw 13(2):1449-1452.\u003c/li\u003e\n\u003cli\u003eCook DM, Dissanayake D, Kaur K (2019, April) Virtual reality and older hands: dexterity and accessibility in hand-held VR control. 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CUP Archive.\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":true,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Virtual reality, Virtual shopping mall, User experience, Universal design","lastPublishedDoi":"10.21203/rs.3.rs-4039780/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-4039780/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"The aim of this study was to design the user experience for a head-mounted display (HMD)-based universal virtual shopping mall by conducting a literature analysis and employing video ethnography techniques. Subsequently, a prototype was developed to validate the outcomes. Despite the growing trend of contactless shopping, with various brands launching virtual mall platforms, these often lack the elements and experiences that users find satisfying. To address this gap, we analysed users' offline shopping experiences using video ethnography. The insights gained informed the development of a prototype that adopts a universal design approach, incorporating key features and interface designs tailored for a virtual mall environment. The prototype includes innovative features include tutorials, avatar-based virtual fitting, user location/orientation control, and voice guidance. It also incorporates design features such as colour customisation, high contrast, central interface placement, and visual cues for differentiating product types. To validate the prototype’s usability, a study was conducted with 30 university students in their 20s (mean age 23.3 years, SD = 1.8), revealing high levels of satisfaction with its functionality and interface design. Further, in-depth interviews revealed that the appropriate design of features and interfaces, aligned with shopping goals and intentions, significantly enhanced interest in and engagement with virtual shopping. The prototype's key features, representative of the main outcomes of this study, provide valuable insights for the future development of related services.","manuscriptTitle":"Design and verification of universal virtual shopping mall application","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2024-03-13 13:09:26","doi":"10.21203/rs.3.rs-4039780/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"e4b98f4b-d23a-40e7-8e4b-a0ff94741203","owner":[],"postedDate":"March 13th, 2024","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2024-11-11T16:02:57+00:00","versionOfRecord":{"articleIdentity":"rs-4039780","link":"https://doi.org/10.1007/s10055-024-01063-3","journal":{"identity":"virtual-reality","isVorOnly":false,"title":"Virtual Reality"},"publishedOn":"2024-11-09 15:58:01","publishedOnDateReadable":"November 9th, 2024"},"versionCreatedAt":"2024-03-13 13:09:26","video":"","vorDoi":"10.1007/s10055-024-01063-3","vorDoiUrl":"https://doi.org/10.1007/s10055-024-01063-3","workflowStages":[]},"version":"v1","identity":"rs-4039780","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-4039780","identity":"rs-4039780","version":["v1"]},"buildId":"qtupq5eGEP_6zYnWcrvyt","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}