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

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  • 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
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