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http://dx.doi.org/10.5850/JKSCT.2021.45.3.559

The Effect of VR Store Vividness on Immersion and User Satisfaction  

Yoon, Namhee (Human Ecology Research Center, Korea University)
Lee, Ha Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.45, no.3, 2021 , pp. 559-572 More about this Journal
Abstract
This study explores the effects of VR (Virtual Reality) store vividness, which is one of VR shopping environmental features used in previous research, on user satisfaction. In addition, the mediating role of immersion between VR store vividness and user satisfaction is investigated. The moderating role of self-efficacy is also explored since the effects of vividness and immersion on user satisfaction may depend on a consumer's perceived shopping self-efficacy. A total of 58 participants experienced a VR store with the Oculus Go VR headset. To test the hypotheses, model 14 of Process Macro 3.4 is used (95% Confidence Interval). According to the results, immersion mediated between VR store vividness and user satisfaction. Additionally, there was a significant interaction effect between immersion and self-efficacy on user satisfaction. When a consumer experiences high immersion at a VR store, consumers may have a strongly positive experience, especially among those who have a perceived low shopping self-efficacy.
Keywords
Virtual Reality (VR); VR store; Vividness; Immersion; Self-efficacy;
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