Consumer Conscience and Mindfulness and Its Influence on the Attitude Towards Virtual Shopping: A Study of Technological Stress and Multisensory Experience

An essential aspect of developing virtual content today is improving the user experience by reducing the adverse effects of using new technologies. In this way, this paper aims to analyze the moderating effects of consumer awareness and mindfulness in the relationship between factors such as technological stress and the multisensory experience and its impact on attitude towards virtual shopping. The data is analyzed with the structural equations model to achieve this purpose. The database researched is made up of responses from 400 users of virtual content from companies belonging to the fashion sector. Among the main results, it is found that the consumer's conscience and mindfulness directly and positively influence the relationship between technological stress and the attitude towards virtual shopping. At the same time, the case of the consumer's conscience did not show any results.