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

互动性 心理学 独创性 背景(考古学) 虚拟现实 社会心理学 实证研究 消费者行为 应用心理学 多媒体 人机交互 创造力 计算机科学 生物 认识论 哲学 古生物学
作者
Jung-Hwan Kim,Minjeong Kim,Minjung Park,Jungmin Yoo
出处
期刊:Journal of Research in Interactive Marketing [Emerald Publishing Limited]
卷期号:15 (3): 502-525 被引量:168
标识
DOI:10.1108/jrim-07-2020-0148
摘要

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.
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