Consumer Behavior

Shopping in a Virtual World: The Influence of Spatial Crowdedness of Apparel Store on Consumer Impulsive Buying Tendency

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Abstract

Virtual reality (VR) offers advanced shopping experiences by improving consumer interactions with brands, so an increasing number of brands are creating VR experiences for consumers. Yet little is known about what virtual environmental design factors motivate consumers to shop in a VR apparel store. To fill the gap, this study uses inference theory and stress theory to explore how consumers respond to an environmental design factor, i.e., spatial crowdedness. Further, we examine how consumers' shopping orientation affects their perceptions and impulsive buying intention. A total of 173 responses using a 2x2 between-subject design were analyzed using ANCOVA and regression with SPSS. The results show that task-oriented consumers perceive store image more positively when they shop in a VR store with a high level of spatial crowdedness, while recreation-oriented consumers have a greater urge to buy impulsively when they shop in a VR store with a low level of spatial crowdedness. Findings contribute to the literature by demonstrating that influence theory and stress theory are useful in investigating a new phenomenon and by guiding businesses in implementing appropriate designs for VR apparel stores.

Keywords: Virtual reality (VR), spatial crowdedness, shopping orientation, store image, apparel store, impulsive buying tendency

How to Cite:

Jiang, Z., Fernandez, R., Lyu, J., Lee, H. & Fernandez, J., (2022) “Shopping in a Virtual World: The Influence of Spatial Crowdedness of Apparel Store on Consumer Impulsive Buying Tendency”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15843