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

• Published in: Fashion and textiles Vol. 6; no. 1; pp. 1 - 16
• Main Authors: Jang, Ju Yeun, Hur, Hee Jin, Choo, Ho Jung
• Format: Journal Article
• Language: English
• Published: Singapore Springer Singapore 01.12.2019; Springer Nature B.V; SpringerOpen; 한국의류학회
• Subjects: Business and Management; Characterization and Evaluation of Materials; Chemistry; Chemistry and Materials Science; Collaboration with Technology to Sell Fashion: The Fourth Industrial Revolution in Fashion Retail Business; Consumers; Environment; Experiential shopping value; Helmet mounted displays; Immersive virtual reality; Interactivity; Life Sciences; Mediation; Shopping; Stores; Telepresence; Telepresence systems; Textile Engineering; Virtual environments; Virtual reality; Virtual reality store; Vividness; 생활과학; Telepresence; Experiential shopping value; Interactivity; Approach intention; Vividness; Immersive virtual reality; Virtual reality store
• ISSN: 2198-0802; 2198-0802
• DOI: 10.1186/s40691-018-0166-9

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.