IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v81y2024ics0969698924003102.html
   My bibliography  Save this article

Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment

Author

Listed:
  • Saleem, Tayyaba
  • Talpur, Qurat-ul-ain
  • Ishaq, Muhammad Ishtiaq
  • Raza, Ali
  • Junaid, Muhammad

Abstract

As immersive virtual reality technologies become increasingly sophisticated and transform consumers' consumption patterns, the researchers called for empirical studies to uncover the consequences of immersive technology. Accordingly, this study explores the direct impact of immersion on psychological empowerment and post-purchase intentions. We also determine the mediating role of telepresence and escapism and the moderating role of interaction with avatars. Drawing upon telepresence theory, the conceptual framework was tested using data from 330 respondents. The results of structural equation modeling revealed that telepresence and escapism mediate the relationship between immersion, psychological empowerment, and post-purchase behavior. Moreover, interaction with the avatar also acts as a boundary condition between the relationship of immersion with escapism and telepresence. We extended the existing literature by empirically testing the role of immersive technologies and for practitioners to increase post-purchase behaviors by focusing on telepresence and escapism.

Suggested Citation

  • Saleem, Tayyaba & Talpur, Qurat-ul-ain & Ishaq, Muhammad Ishtiaq & Raza, Ali & Junaid, Muhammad, 2024. "Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003102
    DOI: 10.1016/j.jretconser.2024.104014
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924003102
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.104014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003102. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.