IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i2p1277-d1030505.html
   My bibliography  Save this article

The Role of VR Shopping in Digitalization of SCM for Sustainable Management: Application of SOR Model and Experience Economy

Author

Listed:
  • Sang-Lin Han

    (School of Business, Hanyang University, Seoul 04763, Republic of Korea)

  • Janghyun Kim

    (Department of Business Administration, Kunsan National University, Gunsan 54150, Republic of Korea)

  • Myounga An

    (School of Global Business, Hyupsung University, Hwasung 18330, Republic of Korea)

Abstract

Shopping malls in virtual reality (VR) environments have created a new paradigm of distribution environments as a strategy of digital consumption experience for sustainable management in the fast-changing digitalization of SCM. This study implemented a VR shopping environment to examine how telepresence and interactivity affect the consumers’ usage behavior after experiencing a VR shopping environment by applying the SOM model and experience economy, and suggests the role of VR shopping in the digitalization of SCM for sustainable management. First, this study examined the impact of telepresence and interactivity on time distortion and enjoyment based on the experience economy and flow theory. Second, the relationship between time distortion and perceived enjoyment during the VR shopping experience was tested. The study also examined whether the perceived enjoyment affected behavioral intention. As a research method for this study, we directly implemented a VR supermarket, and had 120 people participate in the survey after experiencing the VR supermarket. Additionally, a structural equation model was used to verify the proposed hypothesis model. The study findings show that both telepresence and interactivity have a significant relationship with time distortion and enjoyment. Time distortion was verified to have partial mediating effects on the relationship between telepresence and enjoyment. Time distortion had a positive impact on enjoyment, which in turn was verified to have a significant effect on the consumers’ behavioral intention. In other words, in order to digitize SCM for sustainable management in a VR shopping environment, it is necessary to implement an environment in which consumers are immersed and to track consumer behavior during the experience. Through this, it is possible to create a core management strategy that creates a competitive advantage.

Suggested Citation

  • Sang-Lin Han & Janghyun Kim & Myounga An, 2023. "The Role of VR Shopping in Digitalization of SCM for Sustainable Management: Application of SOR Model and Experience Economy," Sustainability, MDPI, vol. 15(2), pages 1-13, January.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:2:p:1277-:d:1030505
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/2/1277/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/15/2/1277/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    2. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
    3. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    4. Cowan, Kirsten & Ketron, Seth, 2019. "A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity," Journal of Business Research, Elsevier, vol. 100(C), pages 483-492.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shulin Wang & Shanhua Wu, 2023. "Optimizing the Location of Virtual-Shopping-Experience Stores Based on the Minimum Impact on Urban Traffic," Sustainability, MDPI, vol. 15(13), pages 1-25, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    2. Songhong Chen & Yuanshu Tian & Siyun Pei, 2024. "Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists," Sustainability, MDPI, vol. 16(18), pages 1-23, September.
    3. repec:dgr:rugsom:04f04 is not listed on IDEAS
    4. Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
    5. Attié, Elodie & Meyer-Waarden, Lars, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    6. Parise, Salvatore & Guinan, Patricia J. & Kafka, Ron, 2016. "Solving the crisis of immediacy: How digital technology can transform the customer experience," Business Horizons, Elsevier, vol. 59(4), pages 411-420.
    7. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    8. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 2017. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 17(2), pages 203-228, June.
    9. 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.
    10. Wang, Sijun & Beatty, Sharon E. & Mothersbaugh, David L., 2009. "Congruity's role in website attitude formation," Journal of Business Research, Elsevier, vol. 62(6), pages 609-615, June.
    11. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    12. Arghashi, Vahideh & Yuksel, Cenk Arsun, 2022. "Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. van Riel, A.C.R. & Liljander, V.M. & Lemmink, J.G.A.M. & Streukens, A.C.P., 2003. "Boost customer loyalty with online support: the case of mobile telecoms providers," Research Memorandum 014, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    14. de Kervenoael, Ronan & Aykac, D. Selcen O. & Palmer, Mark, 2009. "Online social capital: Understanding e-impulse buying in practice," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 320-328.
    15. Varadarajan, Rajan & Srinivasan, Raji & Vadakkepatt, Gautham Gopal & Yadav, Manjit S. & Pavlou, Paul A. & Krishnamurthy, Sandeep & Krause, Tom, 2010. "Interactive Technologies and Retailing Strategy: A Review, Conceptual Framework and Future Research Directions," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 96-110.
    16. Liu, Na & Li, Jing, 2024. "The time code of online consumption: Exploring the impact of work hours on online consumption in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    17. Christophe Bezes, 2009. "E-Commerce Website Evaluation: A Critical Review," Working Papers hal-00611008, HAL.
    18. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.
    19. Dan Huang & Zhiyong Li & Jian Mou & Xinyi Liu, 0. "Effects of flow on young Chinese consumers’ purchase intention: a study of e-servicescape in hotel booking context," Information Technology & Tourism, Springer, vol. 0, pages 1-26.
    20. Broekhuizen, Thijs L.J. & Jager, Wander, 2004. "A conceptual model of channel choice: measuring online and offline shopping value perceptions," Research Report 04F04, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    21. Hausman, Angela V. & Siekpe, Jeffrey Sam, 2009. "The effect of web interface features on consumer online purchase intentions," Journal of Business Research, Elsevier, vol. 62(1), pages 5-13, January.

    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:gam:jsusta:v:15:y:2023:i:2:p:1277-:d:1030505. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.