Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall
Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on...
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| Published in | Computers in human behavior Vol. 77; pp. 437 - 450 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Elmsford
Elsevier Ltd
01.12.2017
Elsevier Science Ltd |
| Subjects | |
| Online Access | Get full text |
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| Abstract | Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on this negative impact of high perceived crowding, this study examines the potential of a relaxing Virtual Reality (VR) experience in a shopping mall. As Virtual Reality immerses users in a computer-generated environment, and as such allows them to escape the hectic mall environment, its use is expected to result in a more positive consumer experience. In a quasi-experimental 2 × 2 between-subjects design, the levels of attitude toward the mall, approach behaviour, mall satisfaction, and loyalty intentions were measured as well as perceived crowding. Participants in the experimental condition were exposed to a relaxing Virtual Reality experience in the mall, whereas participants in the control condition did not get such a treatment. Overall, consumers reported more positive responses on all measured outcome variables after being exposed to the Virtual Reality experience. In addition, the effect on mall attitudes, satisfaction and loyalty is more pronounced when crowding is perceived to be high.
•VR experience can be an effective tool to alleviate perceived mall crowding.•VR experience positively affects consumer attitudes and responses toward the mall.•The beneficial effects of VR are most pronounced in case of high perceived crowding. |
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| AbstractList | Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on this negative impact of high perceived crowding, this study examines the potential of a relaxing Virtual Reality (VR) experience in a shopping mall. As Virtual Reality immerses users in a computer-generated environment, and as such allows them to escape the hectic mall environment, its use is expected to result in a more positive consumer experience. In a quasi-experimental 2 × 2 between-subjects design, the levels of attitude toward the mall, approach behaviour, mall satisfaction, and loyalty intentions were measured as well as perceived crowding. Participants in the experimental condition were exposed to a relaxing Virtual Reality experience in the mall, whereas participants in the control condition did not get such a treatment. Overall, consumers reported more positive responses on all measured outcome variables after being exposed to the Virtual Reality experience. In addition, the effect on mall attitudes, satisfaction and loyalty is more pronounced when crowding is perceived to be high.
•VR experience can be an effective tool to alleviate perceived mall crowding.•VR experience positively affects consumer attitudes and responses toward the mall.•The beneficial effects of VR are most pronounced in case of high perceived crowding. Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on this negative impact of high perceived crowding, this study examines the potential of a relaxing Virtual Reality (VR) experience in a shopping mall. As Virtual Reality immerses users in a computer-generated environment, and as such allows them to escape the hectic mall environment, its use is expected to result in a more positive consumer experience. In a quasi-experimental 2 × 2 between-subjects design, the levels of attitude toward the mall, approach behaviour, mall satisfaction, and loyalty intentions were measured as well as perceived crowding. Participants in the experimental condition were exposed to a relaxing Virtual Reality experience in the mall, whereas participants in the control condition did not get such a treatment. Overall, consumers reported more positive responses on all measured outcome variables after being exposed to the Virtual Reality experience. In addition, the effect on mall attitudes, satisfaction and loyalty is more pronounced when crowding is perceived to be high. |
| Author | Van Kerrebroeck, Helena Willems, Kim Brengman, Malaika |
| Author_xml | – sequence: 1 givenname: Helena orcidid: 0000-0002-5707-1964 surname: Van Kerrebroeck fullname: Van Kerrebroeck, Helena email: helena.van.kerrebroeck@vub.ac.be organization: Vrije Universiteit Brussel, Department of Business – Marketing & Consumer Behavior, Pleinlaan 2 (C2.12), 1050 Brussels, Belgium – sequence: 2 givenname: Malaika orcidid: 0000-0001-9860-7107 surname: Brengman fullname: Brengman, Malaika email: malaika.brengman@vub.ac.be organization: Vrije Universiteit Brussel, Department of Business – Marketing & Consumer Behavior, Pleinlaan 2 (C2.12), 1050 Brussels, Belgium – sequence: 3 givenname: Kim surname: Willems fullname: Willems, Kim email: kim.willems@vub.ac.be organization: Vrije Universiteit Brussel, Department of Business – Marketing & Consumer Behavior, Pleinlaan 2 (C2.12), 1050 Brussels, Belgium |
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| SubjectTerms | Attitudes Between-subjects design Consumer behavior Consumers Crowding Effects Escapism Irritation Shopping centers Shopping mall experiences Shopping malls Virtual reality |
| Title | Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall |
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