As a Fashion Merchandising student, you'll have access to the CELL and EYE labs, where you'll participate in research projects to explore consumer behaviors in a dynamic environment.

  • Customer Experience Learning Lab (C.E.L.L.)

    The C.E.L.L. Lab supports students in advancing current knowledge on merchandising, the fashion/retail industry, and customer experiences combined with Human-Computer Interaction (HCI). We aim to explore influential factors on consumers’ application and acceptance of new technologies, including virtual stores. This lab uses empirical and behavioral science methodologies to study consumers interacting with various digital mediums, including Virtual Reality Technology.

  • Enhance Your Experience Lab (E.Y.E Lab)

    The E.Y.E (Enhance Your Experience) Lab is a research and education lab that investigates the psychology of human behavior in computer-mediated environments. We provide educational programs and activities, such as AR/VR-based immersive learning, UX research, UI design, and the application of eye-tracking technology to business analysis. The E.Y.E Lab also offers Workplace Literacy and Entrepreneurship Training for Youth as part of its outreach efforts. 

Labs in Action

Crowdedness Affecting Impulse Buying

We tested how the spatial crowdedness of a VR apparel store and consumers’ shopping orientation affect their impulsive buying behavior. The SketchUp software was used to design two apparel stores with different levels of spatial crowdedness (high vs. low), and two different shopping orientation scenarios were developed based on previous literature (task-oriented vs. recreation-oriented). ENSCAPE virtual reality plugin was used to show the apparel store spaces in a VR environment. During the environment, the participants were asked to wear a VR headset and shop in a virtual apparel store. The participants were told to freely explore the virtual apparel store as much as they would like.

Involvement Affecting Future Buying Intention

As an exploratory study, we examined how levels of involvement (high vs. low) and information type (seller vs. buyer) affect the consumer’s future intention to purchase the product in a VR shopping environment.

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