To immerse or not? Experimenting with two virtual retail environments

Article

Papagiannidis, S., Pantano, E., See-to, E., Dennis, C. and Bourlakis, M. 2017. To immerse or not? Experimenting with two virtual retail environments. Information Technology and People. 30 (1), pp. 163-188. https://doi.org/10.1108/ITP-03-2015-0069
TypeArticle
TitleTo immerse or not? Experimenting with two virtual retail environments
AuthorsPapagiannidis, S., Pantano, E., See-to, E., Dennis, C. and Bourlakis, M.
Abstract

Purpose: The aim of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions.
Design/methodology/approach: The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.
Findings: Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment thus has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.
Originality: This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.

KeywordsSimulation; Online shopping; E-commerce (B2B/B2C/B2G/G2C); Virtual world
PublisherEmerald
JournalInformation Technology and People
ISSN0959-3845
Electronic1758-5813
Publication dates
Print06 Mar 2017
Publication process dates
Deposited10 Mar 2016
Accepted08 Feb 2016
Submitted01 Mar 2015
Output statusPublished
Publisher's version
License
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1108/ITP-03-2015-0069
Web of Science identifierWOS:000402924000008
LanguageEnglish
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