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Title: The influence of virtual reality in e-commerce
Author: Martínez Navarro, Jesús
Bigné Alcañiz, Enrique
Guixeres, Jaime
Alcañiz, Mariano
Torrecilla, Carmen
Others: Universitat de València
Universitat Oberta de Catalunya (UOC)
Keywords: virtual reality
sense of presence
head-mounted display
virtual experience
Issue Date: 23-Oct-2018
Publisher: Journal of Business Research
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
Project identifier: info:eu-repo/grantAgreement/DPI2016-77396-R
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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.
Language: English
ISSN: 0148-2963MIAR
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