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Virtual reality as a promotion tool for small independent stores

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  • Kim, Gwia
  • Jin, Byoungho
  • Shin, Daeun Chloe

Abstract

Based on flow theory, we examined whether, compared to conventional online stores, 360-degree based virtual reality (VR) videos of a small independent store can enhance customers' store experience and their responses to the store through heightened flow state. Two types of stimuli creating different experiences were used for the experiments. The first stimulus type was a 360-degree VR video experience where respondents experienced the store of a small fashion retailer. The second was a website experience exploring the website of the same store. Results indicate that customers' VR experience (i.e., exploring the physical store in a VR setting), compared to website experience (i.e., exploring the same store's online store), enhanced their flow state, which, in turn, increased interest and visit intention toward the store. The findings suggest that 360-degree VR videos can be an effective customer acquisition tool for small retailers with limited resources because the software and hardware required to operate 360-degree VR videos are inexpensive and less complicated for small companies.

Suggested Citation

  • Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:joreco:v:64:y:2022:i:c:s096969892100388x
    DOI: 10.1016/j.jretconser.2021.102822
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    1. 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).
    2. Mehrotra, Ankit & Agarwal, Reeti & Khalil, Ashraf & Alzeiby, Ebtesam Abdullah & Agarwal, Vaishali, 2024. "Nitty-gritties of customer experience in metaverse retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Serravalle, Francesca & Vanheems, Régine & Viassone, Milena, 2023. "Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. 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).

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