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To immerse or not? Experimenting with two virtual retail environments

Information technology & people (West Linn, Or.), 2017-01, Vol.30 (1), p.163-188 [Peer Reviewed Journal]

Savvas Papagiannidis, Eleonora Pantano, Eric See-To, Charles Dennis, Michael Bourlakis ;2017. This work is published under http://creativecommons.org/licences/by/4.0 (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 0959-3845 ;EISSN: 1758-5813 ;DOI: 10.1108/ITP-03-2015-0069

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  • Title:
    To immerse or not? Experimenting with two virtual retail environments
  • Author: Papagiannidis, Savvas ; Pantano, Eleonora ; See-To, Eric W.K ; Dennis, Charles ; Bourlakis, Michael
  • Subjects: Computer simulation ; Consumers ; Electronic commerce ; Enjoyment ; Hedonism ; Information management ; Innovations ; Literature reviews ; Product orientation ; Retail stores ; Retailing industry ; Sales ; Shopping ; Simulation ; Technological change ; Technology adoption ; Telepresence systems ; User behavior ; Virtual communities ; Virtual environments ; Virtual reality ; Vividness
  • Is Part Of: Information technology & people (West Linn, Or.), 2017-01, Vol.30 (1), p.163-188
  • Description: Purpose The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. Design/methodology/approach The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove. Findings Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers. Originality/value This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.
  • Publisher: West Linn: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0959-3845
    EISSN: 1758-5813
    DOI: 10.1108/ITP-03-2015-0069
  • Source: ProQuest One Psychology
    ProQuest Central
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