The influence of virtual reality in e-commerce
The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model...
| Authors: | , , , , |
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| Format: | article |
| Status: | Versión aceptada para publicación |
| Publication Date: | 2018 |
| Country: | España |
| Institution: | Universitat Oberta de Catalunya (UOC) |
| Repository: | O2, repositorio institucional de la UOC |
| OAI Identifier: | oai:openaccess.uoc.edu:10609/113026 |
| Online Access: | https://hdl.handle.net/10609/113026 |
| Access Level: | Embargoed access |
| Keyword: | virtual reality e-commerce v-commerce sense of presence head-mounted display virtual experience realitat virtual comerç electrònic comerç virtual sensació de presència experiència virtual realidad virtual comercio electrónico comercio virtual sensación de presencia experiencia virtual Electronic commerce Comerç electrònic Comercio electrónico |
| Summary: | The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between sense of presence, brand recall and purchase intention, while also going deeper into their antecedents. Our findings suggest differences in purchase intention depending on VR format and device used. No differences are shown in sense of presence and affect by VR format and device. Our tested model suggests a dual route of influence of VR on consumers' purchase intention in virtual stores: one through emotions and sense of presence and the other through the affect evoked by the virtual environment and brand recall. Lastly, some managerial implications and methodological issues are considered. |
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