- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Use of Immersive Virtual Technology in Consumer Retailing and Its Effects to Consumer
Abstract
Purpose : Today's retailers are integrating new VR technology into their new marketing strategies. Thus, this research aims to understand the role of virtual experiences in the circumstance of sales channels. Research design, data and methodology : Our model hypothesizes that five key factors determine the consumer experience of VR in the virtual retailing context: smartness, vividness, interactivity, playfulness, escape. Information access and flow are mediating variables that connect key drivers and VR satisfaction. Information access and flow then give influence to satisfaction towards VR. Satisfaction serves as a mediator that determines changes in consumer's dual intention: intention to revisit VR and intention to visit the real site. Results : According to the test results, every path except the relationship between information access and satisfaction of VR is accepted as expected at the significance level of 0.05. Conclusions : This research emphasizes the potential importance of VR and continue VR marketing research as an advent research area. Through the dual-path model, this study found that the primary function of VR is information access and flow experience. This result shows that most VR users value emotional benefits rather than rational benefits provided by VR. Finally, the satisfaction of VR can stimulate both the intention to use the VR and the intention to visit real mall.
- keywords
- Virtual Reality, Virtual Shopping, Virtual Mall, Immersive Technology, Virtual World
Reference
Anderson, K. C., Knight, D. K., Pookukangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Service, 21, 773-779.
Barbin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping values. Journal of Consumer Research, 20(4), 644-656.
Barnes, S. J. (2011). Understanding use continuance in virtual worlds: empirical test of a research model. Information and Management, 48(8), 313-319.
Boyd, D. E., & Koles, B. (2019). Virtual reality and its impact on B2B marketing: a value-in-use perspective. Journal of Business Research, 100(July), 590-598.
Burdea, G. C., & Coiffet, P. (2003). Virtual reality technology. Hoboken, NJ: Wiley
Burke, R. R. (2002), Technology and customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411-432.
Cho, Y. H., Wang, Y., & Fesenmaier, D. R. (2002). Searching for experiences: the web-based virtual tour in tourism marketing. Journal of Travel & Tourism Marketing, 12(4), 1-17.
Churchill. G. A. Jr. (1979). A paradigm for developing better measures marketing constructs. Journal of Marketing Research, 16(1), 64-73.
Conway, J. M., & Lance, C. E. (2010). What reviewers should expect from authors regarding common method bias in organizational research. Journal of Business and Psychology, 25(3), 325-334.
Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper and Row.
Deleuze, G. (1966). Bergsonism, Paris: Quadrige and Presses Universitaires de France.
Farah, M. F., Ramadan, Z. B., & Harb, D. H. (2019). The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing. Journal of Retailing and Consumer Services, 48(May), 136-143.
Farshid, M., Paschen, J., Eriksson, T., & Kietzmann, J. (2018). Go boldly! Explore augmented reality(AR), virtual reality(VR), and mixed reality(MR) for business. Business Horizons, 61(5), 657-663.
Feng, Y., Xie, Q., & Lou, C. (2019). The key to 360-degree video advertising: an examination of the degree of narrative structure. Journal of Advertising, 48(2), 137-152.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 8(1), 39-50.
Gartner (2019), Gartner says 100 million consumers will shop in augmented reality online and in-store by 2020, Newsroom, June 24, 2019, from https://www.gartner.com/en/newsroom/press-releases/2019-04-01-gartner-says-100-million-consumers-will-shop-in-augme
Gutiérrez, M., Vexo, F., & Thalmann, D. (2008). Stepping into virtual reality. London: Springer.
Hamari, J. (2015). Why do people buy virtual goods? attitude toward virtual good purchases versus game enjoyment. International Journal of Information Management, 35(3), 299-308.
Hasnan, B. (2019). E-servqual and its impact on the performance of Islamic banks in Malaysia from the customer‘s perspective. The Journal of Asian Finance, Economics and Business, 6(1), 169-175.
Hassouneh, D., & Brengman, M. (2015). Retailing in social virtual worlds: developing a typology of virtual store atmospherics. Journal of Electronic Commerce Research, 16(3), 218-241.
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences, Journal of the Academy of Marketing Science, 45(6), 884-905.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60(July), 50-68.
Huizingh, E. K. R. E., & Hoekstra, J. C. (2003). Why do consumers like website?. Journal of Targeting, Measurement and Analysis for Marketing, 11(4), 350-361.
Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Exploring the implications of virtual reality technology in tourism marketing: an integrated research framework. International Journal of Tourism Marketing, 18(2), 116-128.
Huang, Y. C., Backam, S. J, & Backamn. K. F. (2012). Exploring the impacts of involvement and flow experiences in Second Life on people‘s travel intentions. Journal of Hospitality and Tourism Technology, 3(1), 4-23.
IPG Media Lab. (2018). 360° video ads drive higher purchase intent compared with traditional video ads. Business Wire, March 13.
Jung, T., Lee, H., Chung, N., & Dieck, C. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism site. International Journal of Contemporary Hospitality Management, 30(3), 1-26.
Kim, J., & Forsythe, S. (2007). Hedonic usage of product virtualization technologies in online apparel shopping. International Journal of Retail & Distribution Management, 35(6), 502-514.
Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: comparative visitors and non-visitors. International Journal of Information Management, 46(June), 236-249.
Lee, H., & Leonas, K. K. (2018). Consumer experiences, the key to surviving is an omni-channel environment: use of virtual technology. Journal of Textile and Apparel. Technology and Management, 10(3), 1-23.
Lee, W. J. (2019). Is VR real in marketing?, Proceedings of the 5th International Conference on Opportunities and Challenges in Management, Economics and Accounting, Berlin, Germany.
Lee, W. J., Hong, S. T., & Min, T. (2018). Bitcoin distribution in the age of digital transformation: dual-path approach. Journal of Distribution Science, 16(12), 47-56.
Lee, W. J., & Shin, S. J. (2018). Effects of product smartness on satisfaction: focused on the perceived characteristics of smartphone. Journal of Theoretical and Applied Electronic Commerce Research, 13(2), 1-14.
Li, M., & Mao, J. (2015). Hedonic or utilitarian? exploring the impact of communication style alignment on user's perception of virtual health advisory services. International Journal of Information Management, 35(2), 229-243.
Li, T,. & Chen, Y. (2019). Will virtual reality be a double-edged sword? exploring the moderation effects of the expected enjoyment of a destination on travel intention. Journal of Destination Marketing & Management, 12(June), 15-26.
Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce context. Information & Management, 43(3), 271-282.
Lowry, P. B., Gaskin, J. E., Twyman, N. W., Hammer, B., & Roberts, T. L. (2013). Taking ―fun and games‖ seriously:proposing the hedonic-motivation system adoption model(HMSAM). Journal of the Association for Information Systems, 14(11), 617-671.
Loureiro, S. M. C., Guerreiro, J., Eloy, S., Langaro, D., & Panchapakesan, P. (2019). Understanding the use of virtual reality in marketing: a text mining-based review. Journal of Business Research, 100(July), 514-530.
Marasco, A., Buonincontri, P., van Niekerk, M., Orlowski, M., & Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9(Sept.), 138-148.
Mikalef, P., Glannakos, M., & Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 17-34.
Miller, D. W., & Markm L. J. (1992). Mental imagery and sound effects in radio commercials. Journal of Advertising, 21(4), 83-93.
Needel, S. P. (1998). Understanding consumer response to category management through virtual reality, Journal of Advertising Research, 38(Oct.), 61-67.
Novak, T. P., Hoffman, D. L., & Young, Y-F. (2000). Measuring the customer experience in online environments: a structural equation modeling approach. Marketing Science, 19(1), 22-42.
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer Research, 31(2), 324-332.
Olsson, T., Lagerstam, E., Karkkainen, T., & Vaananen-Vainio-Mattila, K. (2013). Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Personal Ubiquitous Computing, 17(2), 287–304.
Pizzi, G., Scarpi, D., Pichierri, M., & Vannucci, V. (2019). Virtual reality, real reactions?: Comparing consumers‘ perceptions and shopping orientation across physical and virtual-reality retail stores. Computers in Human Behavior, 96(July), 1-12.
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: how mobile AR-apps improve brands through inspiration. Journal of Retailing and Consumer Services, 49(July), 43-53.
Rosa, P. L., Morais, D., Gamito, P., Oliveira, J., & Saraiva, T. (2016). The immersive virtual reality experience: a typology of users revealed through multiple correspondence analysis combined with cluster analysis technique. Cyberpsychology, Behavior, and Social Networking, 19(3), 209-216.
Russel, C. A., Norman, A. T., & & Heckler, S. E. (2004). The consumption of television program development and validation of the connected scale. Journal of Consumer Research, 31(1), 150-161.
Saren, M., Harwood, T., Ward, J., & Venkatesh, A. (2013). Marketing beyond the frontier? researching the new marketing landscape of virtual worlds. Journal of Marketing Management, 29(13-14), 1435-1442.
Shim, Gyu-yeol, & Kim, Yong-man. (2012), The influences of the characteristics of internet shopping malls and the traits and purchase intent of users involved in e-commerce. Journal of Distribution Science, 10(8), 35-43.
Spreer, P., & Kallweit, K., (2014). Augmented reality in retail:assessing the acceptance and potential for multimedia product presentation at the PoS. Transactions on Marketing Research, 1(1), 20–35.
Steuer, J. (1992). Defining virtual reality: dimensions determining telepresence. Journal of Communication, 41(4), 73-93.
Suh, A., & Prophet, J. (2018). The state of immersive technology research: a literature analysis. Computers in Human Behavior, 86(Sept.), 77-90.
Suh, K. S., & Lee. Y. E. (2005). The effects of virtual reality on consumer learning: an empirical investigation. MIS Quarterly, 29(4), 673-397.
Verhagen, T., Feldberg, F., van den Hooff, B., Meents, S., & Meikivi, J. (2012). Understanding user's motivations to engage in virtual worlds: a multipurpose model and empirical testing. Computers in Human Behavior, 28(2), 484-495.
Whyte, J. (2003). Innovation and users: virtual reality in the construction sector. Construction Management and Economics, 21(6), 565-572.
Williams, P., & Hobson, J. S. P. (1995). Virtual reality and tourism: fact or fantasy?. Tourism Management, 16(6), 423-427.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34-55.
Yim, M. Y. C., Chu. S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? an interactivity and vividness perspective. Journal of Business Research, 39(Aug.), 89-103.
Yoon, S. Y., Choi, Y. J., & Oh, H. (2015). User attribute in processing 3D VR-enabled showroom: gender, visual cognitive styles, and the sense of presence. International Journal of Human-Computer Studies, 82(Oct.), 1-10.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations