The fashion industry has undergone significant changes with the advent of live-streaming technology and virtual platforms. Live streaming of fashion events and live streaming of fashion products has become a popular mediums for attracting fashion enthusiasts, showcasing collections, and increasing consumer interest. Virtual presence allows fashion users to immerse themselves in real-time fashion experiences through live streaming platforms and has become a key focus for optimizing live fashion e-commerce. This study uses systematic literature analysis and participant observation research methods to explore the impact of virtual presence on fashion users and delve into optimization strategies of virtual presence on live fashion user behavior to enhance the shopping experience and ultimately increase conversion rates.
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