6533b822fe1ef96bd127d686

RESEARCH PRODUCT

The influence of virtual reality in e-commerce

Mariano AlcañizJaime GuixeresJesus Martínez-navarroCarmen TorrecillaEnrique Bigné

subject

comercio electrónicoEXPRESION GRAFICA EN LA INGENIERIAcomerç virtualElectronic commercecomercio virtualE-commerceE-commerceVirtual realityrealidad virtualexperiencia virtualVirtual realitycomerç electrònicPolitical science0502 economics and businesse-commerceHead-mounted displayrealitat virtualvirtual experienceMarketingbusiness.industry05 social sciencesSense of presencesensación de presenciaMental healthv-commerceManagementhead-mounted displayVirtual experienceWork (electrical)sense of presencesensació de presènciavirtual reality050211 marketingChristian ministrybusinessexperiència virtualV-commerce050203 business & management

description

[EN] 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.

yearjournalcountryeditionlanguage
2019-07-01Journal of Business Research
https://doi.org/10.1016/j.jbusres.2018.10.054