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Title: The influence of virtual reality in e-commerce
Author: Martínez Navarro, Jesús
Bigne, Enrique  
Guixeres, Jaime
Alcañiz, Mariano
Torrecilla, Carmen
Universitat de València
Universitat Oberta de Catalunya (UOC)
Citation: Martínez-Navarro, J., Bigné, E., Guixeres, J., Alcañiz, M. & Torrecilla, C. (2019). The influence of virtual reality in e-commerce. Journal of Business Research, 100(), 475-482. doi: 10.1016/j.jbusres.2018.10.054
Abstract: The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between sense of presence, brand recall and purchase intention, while also going deeper into their antecedents. Our findings suggest differences in purchase intention depending on VR format and device used. No differences are shown in sense of presence and affect by VR format and device. Our tested model suggests a dual route of influence of VR on consumers' purchase intention in virtual stores: one through emotions and sense of presence and the other through the affect evoked by the virtual environment and brand recall. Lastly, some managerial implications and methodological issues are considered.
Keywords: virtual reality
sense of presence
head-mounted display
virtual experience
DOI: 10.1016/j.jbusres.2018.10.054
Type: info:eu-repo/semantics/article
Version: info:eu-repo/semantics/acceptedVersion
Issue Date: 23-Oct-2018
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