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Merchandising/Marketing/Retailing: Management

An Exploratory Study of Shopper Perception and Shopping Duration in a Virtual Reality (VR) Store

Authors
  • Hyunjoo Im (University of Minnesota)
  • Minjung Park (University of Minnesota)

Abstract

Virtual reality (VR) technology becomes more and more accessible. VR provides an excellent opportunity for retailers to test stores very easily. This exploratory study investigated the effects of different VR storefronts on consumers' perception of mystery, their attitude, and actual behavior. Four VR store models were created and tested effects of perception of environmental mystery from the storefront on shoppers' curiosity, arousal, pleasure, attitude, purchase intention, and time spent in the store. The results are mostly consistent with the hypotheses.

How to Cite:

Im, H. & Park, M., (2016) “An Exploratory Study of Shopper Perception and Shopping Duration in a Virtual Reality (VR) Store”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

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Published on
2016-11-09

Peer Reviewed

License

Creative Commons Attribution 4.0