Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Experiential Factors of Virtual Reality (VR) Store on Perceived Information, Satisfaction and Revisit Intention

가상현실 점포의 체험요소가 소비자의 지각된 정보의 양, 고객만족 및 재방문의도에 미치는 영향

  • Cheon, Ye Rim (Dept. of Clothing Industry, Ewha Womans University) ;
  • Choi, Woo Lim (Dept. of Clothing Industry, Ewha Womans University) ;
  • Park, Min Jung (Dept. of Clothing Industry, Ewha Womans University) ;
  • Yoo, Jung Min (Dept. of Business Administration, Ducksung Women's University)
  • 천예림 (이화여자대학교 의류산업학과) ;
  • 최우림 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과) ;
  • 유정민 (덕성여자대학교 경영학과)
  • Received : 2019.06.19
  • Accepted : 2019.09.17
  • Published : 2019.10.31
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Abstract

This study examines whether experiential factors of virtual reality (VR) stores influence consumers' perceived amount of information and satisfaction, which in turn influences revisit intention. This also study examines whether the experiential factors differ as a function of an individual characteristic such as environmental responsiveness. Female consumers who had an experience in using VR technology for digital shopping participated in the online survey. The results showed that educational, escapist and aesthetic experiences have a significant impact on the perceived amount of information, and entertainment and escapist experiences have a significant impact on satisfaction. In addition, the perceived amount of information has a positive effect on customer satisfaction, which in turn has a positive effect on revisit intention. There is also a difference in the effect of experiential factors on consumer responses depending on the environmental responsiveness. This study provides theoretical suggestions for experiential marketing and presents practical implications for developing marketing strategies for digital retailers utilizing VR technology.

Keywords

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