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How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value

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Authors
Jang, Ju Yeun; Hur, Hee Jin; Choo, Ho Jung
Issue Date
2019-03-18
Publisher
Springer Open
Citation
Fashion and Textiles. 2019 Mar 18;6(1):12
Keywords
Immersive virtual realityVirtual reality storeVividnessInteractivityTelepresenceExperiential shopping valueApproach intention
Abstract
This study explores the roles of vividness and interactivity—two technological dimensions of virtual reality mediums—for consumers’ approach intention toward immersive virtual reality stores. In addition to telepresence, a well-established variable in explaining the effectiveness of virtual mediums, this study proposes experiential value as the second mediator that can lead to successful consumer experiences in commercial virtual environments. We recruited 101 volunteers who were willing to experience a virtual reality store with head-mounted displays. The results show that participants who perceive higher vividness and interactivity of an immersive virtual reality store tend to show stronger approach intentions, and that such positive influences are serially mediated by perceived telepresence and experiential shopping value. In multiple-step mediation analysis, the perceived experiential shopping value is found to be the key determinant in evoking consumers’ approach intention. The study concludes that virtual reality stores should be built in a way that provides experiential value by utilizing strong telepresence to achieve positive consumers’ approach intention. Suggestions for further research and practical applications are also discussed.
ISSN
2198-0802
Language
English
URI
http://hdl.handle.net/10371/147211
DOI
https://doi.org/10.1186/s40691-018-0166-9
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College of Human Ecology (생활과학대학)Dept. of Textiles, Merchandising and Fashion Design (의류학과)Journal Papers (저널논문_의류학과)
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