To immerse or not? Experimenting with two virtual retail environments

TLDR

The study investigates how determinants of users’ simulated experience in a virtual store affect engagement. The authors conducted an experiment comparing a standard 2D online clothing store with an immersive 3D environment using glasses and a data glove to assess how enjoyment, satisfaction, and purchase intentions relate to engagement. Results show that telepresence components and hedonic/utilitarian values drive engagement, satisfaction, and purchase intention, with the immersive 3D environment producing higher engagement and enjoyment and thus greater purchase intention, rivaling traditional shopping.

Abstract

Purpose The purpose 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/value 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.