Elmashhara, Maher GeorgesBlazquez, MartaJulião, Jorge2026-06-252026-06-252026-10-01ca7ac240-bef5-493c-9e02-ecb9b7adfa90http://hdl.handle.net/10400.14/58280As immersive experiences become prevalent, Virtual Fitting Rooms (VFRs) have emerged as a preparatory stage in which users create and dress avatars before participating in virtual events. Drawing on Self-Determination Theory, this study examines how aspects of VFR experience influence readiness for the virtual event through hedonic wellbeing. It also applies Social Comparison Theory to assess how fashionable self-image and tendency to social comparison moderate these effects. Two VFR experience-based studies (total N = 507) were conducted, in which participants dressed avatars for either a professional or an entertainment-focused virtual event. Results indicate that wellbeing mediates the effects of perceived clothing attractiveness and VFR design on readiness in both contexts, while self-congruence with avatar clothing influences readiness through wellbeing only in professional settings. The findings reveal moderation patterns, with self-perception traits shaping relationship strength. These insights emphasize the pivotal role of the VFR stage in shaping users’ wellbeing and readiness.engVirtual fitting roomWellbeingReadiness for the virtual eventFashionable self-imageTendency to social comparisonSelf-determination theorySocial comparison theoryresearch article10.1016/j.jbusres.2026.116352105041807123