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The influence of virtual reality in e-commerce

Author

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  • Martínez-Navarro, Jesus
  • Bigné, Enrique
  • Guixeres, Jaime
  • Alcañiz, Mariano
  • Torrecilla, Carmen

Abstract

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.

Suggested Citation

  • Martínez-Navarro, Jesus & Bigné, Enrique & Guixeres, Jaime & Alcañiz, Mariano & Torrecilla, Carmen, 2019. "The influence of virtual reality in e-commerce," Journal of Business Research, Elsevier, vol. 100(C), pages 475-482.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:475-482
    DOI: 10.1016/j.jbusres.2018.10.054
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    Citations

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    Cited by:

    1. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    2. Meißner, Martin & Pfeiffer, Jella & Peukert, Christian & Dietrich, Holger & Pfeiffer, Thies, 2020. "How virtual reality affects consumer choice," Journal of Business Research, Elsevier, vol. 117(C), pages 219-231.
    3. Anderson, Kelley Cours & Laverie, Debra A., 2022. "In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Grigorios, Lamprinakos & Magrizos, Solon & Kostopoulos, Ioannis & Drossos, Dimitrios & Santos, David, 2022. "Overt and covert customer data collection in online personalized advertising: The role of user emotions," Journal of Business Research, Elsevier, vol. 141(C), pages 308-320.
    6. Mkedder, Nadjim & Jain, Varsha & Salunke, Parth, 2024. "Determinants of virtual reality stores influencing purchase intention: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Kuo-Lun Hsiao & Chia-Chen Chen & Kuan-Yu Lin & Hui-Ya Hsu, 2023. "What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3499-3521, August.
    8. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    9. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    10. Luke Butcher & Billy Sung, 2024. "User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 401-414, July.
    11. Loureiro, Sandra Maria Correia & Guerreiro, João & Japutra, Arnold, 2021. "How escapism leads to behavioral intention in a virtual reality store with background music?," Journal of Business Research, Elsevier, vol. 134(C), pages 288-300.
    12. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    13. Peschel, Anne O. & Frank, Darius-Aurel & Blumenkranz, Daniel & Steinmann, Sascha, 2024. "Visual fidelity in the metaverse matters for memory performance," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    14. Laura Studen & Victor Tiberius, 2020. "Social Media, Quo Vadis? Prospective Development and Implications," Future Internet, MDPI, vol. 12(9), pages 1-22, August.
    15. van Berlo, Zeph M.C. & van Reijmersdal, Eva A. & Smit, Edith G. & van der Laan, L. Nynke, 2021. "Brands in virtual reality games: Affective processes within computer-mediated consumer experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 458-465.
    16. Aqeel Farooq & Mehdi Seyedmahmoudian & Ben Horan & Saad Mekhilef & Alex Stojcevski, 2021. "Overview and Exploitation of Haptic Tele-Weight Device in Virtual Shopping Stores," Sustainability, MDPI, vol. 13(13), pages 1-13, June.
    17. Sara Poggesi & Michela Mari & Arash Kamangar & Pinalba Schilleci, 2022. "The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges," Sustainability, MDPI, vol. 14(7), pages 1-17, March.
    18. Ogunjimi, Ayotunde & Rahman, Mizan & Islam, Nazrul & Hasan, Rajibul, 2021. "Smart mirror fashion technology for the retail chain transformation," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    19. Lavoye, Virginie & Tarkiainen, Anssi & Sipilä, Jenni & Mero, Joel, 2023. "More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping," Journal of Business Research, Elsevier, vol. 169(C).
    20. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.
    21. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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