Abstract
Design/methodology/approach: The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.
Findings: Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.
Originality/value: This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.
| Original language | English |
|---|---|
| Pages (from-to) | 163-188 |
| Number of pages | 26 |
| Journal | Information Technology and People |
| Volume | 30 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 6 Mar 2017 |
| Externally published | Yes |
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Keywords
- E-commerce (B2B/B2C/B2G/G2C)
- Online shopping
- Simulation
- Virtual world
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}
To immerse or not? Experimenting with two virtual retail environments. / PAPAGIANNIDIS, Savvas; PANTANO, Eleonora; SEE-TO, Wing Kuen, Eric; DENNIS, Charles; BOURLAKIS, Michael.
In: Information Technology and People, Vol. 30, No. 1, 06.03.2017, p. 163-188.Research output: Journal Publications › Journal Article (refereed)
TY - JOUR
T1 - To immerse or not? Experimenting with two virtual retail environments
AU - PAPAGIANNIDIS, Savvas
AU - PANTANO, Eleonora
AU - SEE-TO, Wing Kuen, Eric
AU - DENNIS, Charles
AU - BOURLAKIS, Michael
PY - 2017/3/6
Y1 - 2017/3/6
N2 - Purpose: The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. Design/methodology/approach: The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.Findings: Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.Originality/value: This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.
AB - Purpose: The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. Design/methodology/approach: The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.Findings: Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.Originality/value: This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.
KW - E-commerce (B2B/B2C/B2G/G2C)
KW - Online shopping
KW - Simulation
KW - Virtual world
UR - http://commons.ln.edu.hk/sw_master/6126
UR - https://www2.scopus.com/inward/record.uri?eid=2-s2.0-85019139099&doi=10.1108%2fITP-03-2015-0069&partnerID=40&md5=8470b2a017ff1bd7df6c5432c93f27ad
U2 - 10.1108/ITP-03-2015-0069
DO - 10.1108/ITP-03-2015-0069
M3 - Journal Article (refereed)
VL - 30
SP - 163
EP - 188
JO - Information Technology and People
JF - Information Technology and People
SN - 0959-3845
IS - 1
ER -