The Role of Sensory Marketing in Mobile Devices on the Purchasing Decision of the Consumer in the Clothing Sector in Palestine
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https://doi.org/10.51325/ejbti.v1i1.94Keywords:
The Role of Sensory Marketing in Mobile Devices on the Purchasing Decision of the Consumer in the Clothing Sector in PalestineAbstract
Buying clothes online presents challenges and problems, particularly in the form of consumer reluctance to purchase online due to fear and distrust. This research aims to address these issues by identifying their causes and proposing a model supported by virtual reality technologies and mobile applications within the framework of sensory marketing, tailored specifically for the clothing sector and mobile devices. The study builds on previous research and targets Palestinian consumers in the clothing sector. Two data collection tools were employed: a questionnaire and a focus group. A descriptive and deductive approach was adopted to analyze the data and draw conclusions. The results highlight the positive role of virtual reality in increasing consumer trust in online stores. It helps consumers overcome fears that the product's appearance in pictures may not match the actual item, while also reducing returns and addressing other concerns. This proposed model serves as a foundation for broader expansion and potential generalization on a global scale in the future. The study recommends adopting virtual reality in online selling applications and implementing the proposed model to enhance consumer trust and improve the overall online shopping experience.
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