View : 169 Download: 0

How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence

Title
How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence
Authors
Kim, Jung-HwanKim, MinjeongPark, MinjungYoo, Jungmin
Ewha Authors
박민정
SCOPUS Author ID
박민정scopus
Issue Date
2021
Journal Title
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING
ISSN
2040-7122JCR Link

2040-7130JCR Link
Citation
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING vol. 15, no. 3, pp. 502 - 525
Keywords
Virtual realityPerceived usefulnessPerceived enjoymentBehavioral intentionTelepresenceConsumer experience
Publisher
EMERALD GROUP PUBLISHING LTD
Indexed
SSCI; SCOPUS WOS
Document Type
Article
Abstract
Purpose The purpose of the study is to investigate the effects of interactivity and vividness on perceived usefulness and perceived enjoyment and their consequent impacts on consumer behavioral responses in a retail furniture VR store context. Considering the lack of VR empirical research, the indirect effect of interactivity and vividness on perceived usefulness and perceived enjoyment through telepresence and the moderating effect of consumer previous experience with VR are also included. Design/methodology/approach A commercial IKEA VR store was chosen for the study. Head-mounted display (HMD) VR headsets were employed for the VR shopping experience. The study was conducted at a laboratory at a large university in the southeastern United States. A total of 146 college students participated in the study. Findings Vividness had significant positive effects on perceived usefulness and perceived enjoyment, which in turn influenced attitude towards VR and behavioral intentions. Interactivity did not have positive impacts on perceived usefulness and perceived enjoyment. However, it indirectly affected perceived usefulness and perceived enjoyment through telepresence. The findings also proved the moderating effect of consumer previous VR experience between interactivity and perceived usefulness and between interactivity and perceived enjoyment. The relationship between attitude and behavioral intentions was also positive. Originality/value Notwithstanding the benefits of VR in relation to its utilitarian, hedonic, and behavioral values, little is known about consumers' responses towards the usage of VR as a shopping tool. The present study can be considered as a starting point in understanding the usefulness of VR from consumer and managerial perspectives. The findings of VR indicated in the study will help practitioners understand the urgency of adopting VR in a retail setting.
DOI
10.1108/JRIM-07-2020-0148
Appears in Collections:
신산업융합대학 > 의류산업학과 > Journal papers
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE