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Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment

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  • Alzayat, Ayman
  • Lee, Seung Hwan (Mark)

Abstract

Consumer’s ability to touch products is an essential component of one’s retail shopping experience. When the ability to touch is not available, Virtual Reality (VR) platforms may provide a simulated medium for consumers to haptically explore products. In multiple studies, we discover that a VR retail environment (vs. an online retail website) positively impacts hedonic shopping value. Further, we demonstrate that a VR retail environment leads to consumers perceiving certain products as an extension of the body as opposed to perceiving it as a presentation of the body. Our findings reveal that a VR retail environment is more suitable for products that are perceived as an extension of the body (e.g., tools) rather than as a presentation of the body (e.g., clothes). Finally, we unveil mediating pathways to these relationships involving telepresence and need for touch.

Suggested Citation

  • Alzayat, Ayman & Lee, Seung Hwan (Mark), 2021. "Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment," Journal of Business Research, Elsevier, vol. 130(C), pages 348-363.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:348-363
    DOI: 10.1016/j.jbusres.2021.03.017
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    13. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
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    15. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    16. Abdelmaged, Mohamed Adel Mahmoud, 2021. "Implementation of Virtual Reality in Healthcare, Entertainment, Tourism, Education, and Retail Sectors," MPRA Paper 110491, University Library of Munich, Germany.
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