How Immersive Retailing Affects Consumers' Urge to Buy: Impacts of Self-Imagery, Positive Emotion, and Self-Relevance.
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| Title: | How Immersive Retailing Affects Consumers' Urge to Buy: Impacts of Self-Imagery, Positive Emotion, and Self-Relevance. |
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| Authors: | Jang, Ju Yeun (AUTHOR), Kim, Do Yuon (AUTHOR) |
| Source: | International Journal of Human-Computer Interaction. Apr2025, Vol. 41 Issue 8, p4964-4978. 15p. |
| Subjects: | Clothing stores, Head-mounted displays, Consumer behavior research, Consumers, Computer systems |
| Abstract: | The rise of immersive retailing, which employs cutting-edge technology, such as virtual reality (VR), has accelerated empirical research on consumer behavior in these new retail contexts. This research examines how VR retail experiences cause consumers' impulsive buying through two studies to add knowledge from multiple perspectives, including the dark side of this experience. Study 1 revealed that non-immersive VR fashion stores (i.e., using desktop computer system) can elaborate on consumers' self-imagery processing, which results in pleasure and the urge to buy. In addition, processing varied according to the level of self-relevance to the VR store; higher self-relevance activates a more elaborate self-imagery. However, Study 2, which compared non-immersive and immersive VR system (i.e., using head-mounted display and controllers) for experiencing a virtual fashion store, showed that immersive VR media system can evoke a higher level of self-imagery process of urge to buy even when self-relevance is relatively low, owing to its technological ability to facilitate high telepresence. These findings suggest that the impact of the VR store experience can be expanded to include impulsive/compulsive purchases. [ABSTRACT FROM AUTHOR] |
| Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
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