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Setting the Research Agenda for Store Atmosphere Studies in Virtual Reality Retailing: An Interdisciplinary Approach

Setting the Research Agenda for Store Atmosphere Studies in Virtual Reality Retailing: An Interdisciplinary Approach
Setting the Research Agenda for Store Atmosphere Studies in Virtual Reality Retailing: An Interdisciplinary Approach
Virtual Reality Retailing (VRR) has proved to be an emerging retailing channel with an ongoing economic activity in recent years. There are plenty of virtual worlds where businesses develop, some of which have developed a self-governing economy retaining its own currency. While there has been considerable amount of research as far as store atmosphere is concerned in brick-and-mortar and web retailing, research in the new retailing channel is generally deficient. The growing virtual retailing environment (VRE) resembles but also differs in terms of store atmosphere characteristics both with the traditional and Web environment. The present paper reviews current business practice in virtual worlds and sets the research agenda as far as virtual store atmosphere studies is concerned. To that end, it is attempted to justify the need for adopting interdisciplinary research initiatives when studying store atmosphere effects on consumer behavior in the context of VRR. Specifically, the paper calls for employing established knowledge derived through the Information Systems and Marketing disciplines.
978-960-98566-7-6
Krasonikolakis, I.
d7c4233b-a674-4770-b46e-73d12135853d
Vrechopoulos, A.
958c108b-b35d-4de7-86b9-502d8d5f75ce
Krasonikolakis, I.
d7c4233b-a674-4770-b46e-73d12135853d
Vrechopoulos, A.
958c108b-b35d-4de7-86b9-502d8d5f75ce

Krasonikolakis, I. and Vrechopoulos, A. (2009) Setting the Research Agenda for Store Atmosphere Studies in Virtual Reality Retailing: An Interdisciplinary Approach. Proceedings of 4th Mediterranean Conference on Information Systems.

Record type: Conference or Workshop Item (Paper)

Abstract

Virtual Reality Retailing (VRR) has proved to be an emerging retailing channel with an ongoing economic activity in recent years. There are plenty of virtual worlds where businesses develop, some of which have developed a self-governing economy retaining its own currency. While there has been considerable amount of research as far as store atmosphere is concerned in brick-and-mortar and web retailing, research in the new retailing channel is generally deficient. The growing virtual retailing environment (VRE) resembles but also differs in terms of store atmosphere characteristics both with the traditional and Web environment. The present paper reviews current business practice in virtual worlds and sets the research agenda as far as virtual store atmosphere studies is concerned. To that end, it is attempted to justify the need for adopting interdisciplinary research initiatives when studying store atmosphere effects on consumer behavior in the context of VRR. Specifically, the paper calls for employing established knowledge derived through the Information Systems and Marketing disciplines.

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More information

e-pub ahead of print date: 2009
Venue - Dates: Proceedings of 4th Mediterranean Conference on Information Systems, 2009-01-01
Organisations: Centre for Relational Leadership & Change

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Local EPrints ID: 358499
URI: http://eprints.soton.ac.uk/id/eprint/358499
ISBN: 978-960-98566-7-6
PURE UUID: 50493d60-1352-468a-a8c7-66d087be1825

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Date deposited: 17 Oct 2013 10:26
Last modified: 22 Jul 2022 18:47

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Contributors

Author: I. Krasonikolakis
Author: A. Vrechopoulos

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