Virtual Reality Internet Retailing (VRIR): experimental investigation of interactive shopping interface – store atmosphere effects on user-consumer behavior

Krasonikolakis, I. and Vrechopoulos, A. (2009) Virtual Reality Internet Retailing (VRIR): experimental investigation of interactive shopping interface – store atmosphere effects on user-consumer behavior. Proceedings of Images of Virtuality: Conceptualizations and Applications in Everyday Life. An IFIP WG9.5 "Virtuality and Society" International Workshop,, Athens, Greece.

Abstract

While store atmosphere constitutes an important store selection criterion both in conventional and electronic retailing, corresponding research in the context of virtual reality retailing (VRR) through the Internet is on its infancy. Similarly, while the web based retail stores’ interactive shopping interface effects on consumer behavior have been sufficiently investigated until today, relevant research in the context of virtual reality (e.g. Second Life) is generally lacking. The present study explores VRR through the Internet, giving particular emphasis on the underlying literature and on the resulting key research questions that should be addressed. Furthermore, it investigates VRR store atmosphere (VRRSA) determinants and its potential effects on consumer behavior. The initial findings imply that VRR possesses unique, as well as similar to other retailing channels (e.g. conventional and “traditional” Web) characteristics and functionalities. Finally, the paper sets the future research agenda and highlights emerging research and managerial challenges.

This record has no associated files available for download.

Contributors

Download statistics