Search results

1 – 2 of 2
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 26 February 2024

Enrique Bigne, Aline Simonetti, Jaime Guixeres and Mariano Alcaniz

This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR…

367

Abstract

Purpose

This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual inspections relate to purchases.

Design/methodology/approach

Around 60 participants completed two forced-purchase tasks using a head-mounted display with visual and motor-tracking systems. A second study using a pictorial display of the products complemented the VR study.

Findings

The findings indicate differences in shopping behavior for the two product categories, with semidurable goods requiring greater inspection and deliberation than fast-moving consumer goods. In addition, visual inspection of the shelf and products was greater than a physical examination through virtual handling for both product categories. The paper also presents relationships between visual inspections and product interactions during the searching stage of purchase decisions.

Originality/value

The research consists of two types of implicit measures in this study: eye-tracking and hand-product interactions. This study reveals the suitability of implicit measures for evaluating consumer behavior in VR stores.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Available. Open Access. Open Access
Article
Publication date: 12 August 2024

Michele Di Dalmazi, Marco Mandolfo, Jaime Guixeres, Mariano Alcañiz Raya and Lucio Lamberti

This paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user’s age in the context of destination marketing by exploring their…

1148

Abstract

Purpose

This paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user’s age in the context of destination marketing by exploring their impact on cognition (presence), affection (arousal), and behavioral (intention to visit and intention to recommend the destination) outcomes.

Design/methodology/approach

A laboratory experiment was conducted to compare the impact of using immersive VR (vs. 2D desktop) to experience a 360-degree virtual tour of Valencia on consumers’ behavior. The sample included 187 participants. Both self-reported and physiological measures were collected during the experimentation.

Findings

Results showed that participants in the immersive condition experienced a stronger sense of presence and higher physiological arousal than those exposed to nonimmersive content. Presence significantly mediated both the intention to visit and the intention to recommend the promoted venue. Physiological arousal mediated the relationship between media typology and the intention to recommend the destination. Upon introducing age as a moderating variable, the effect of physiological arousal on behavioral outcomes proves to be significant.

Practical implications

The study presents destination marketing organizations with a compelling use case for immersive technologies. It also offers design principles, potential applications and targeting strategies for VR marketing in hospitality management.

Originality/value

To the best of the authors’ knowledge, this study is the first to investigate the combined effect of physiological arousal and presence on behavioral intentions in VR destination marketing, while also examining the impact of age as an individual characteristic.

Details

International Journal of Contemporary Hospitality Management, vol. 36 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 2 of 2
Per page
102050