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Telepresence, time distortion, and consumer traits of virtual reality shopping

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  • Han, Sang-Lin
  • An, Myounga
  • Han, Jerry J.
  • Lee, Jiyoung

Abstract

Even though VR(Virtual Reality) shopping provides new opportunities for today’s marketers, it is not readily embraced by consumers. In this research, we aim to understand the underlying factors that facilitate the adoption of VR technology, by incorporating the consumer flow theory and the Technology Acceptance Model (TAM). Specifically, we find that factors that enhance consumer flow (i.e., telepresence, challenge, body ownership, and control) are positively associated with antecedent factors of technology acceptance (i.e. playfulness and usefulness), which are, in turn, associated with greater intentions to adopt and utilize VR technology in a consumer setting. We also investigate the moderating role of technology readiness and time distortion on the relationship between telepresence and playfulness. Data was collected by having participants use VR glasses in an actual VR supermarket that was created for this study. By elucidating factors that help consumer adoption of VR technology and emphasizing unique factors inherent to VR (i.e. telepresence and time distortion), this paper provides important contributions to the literature and implications for marketing managers.

Suggested Citation

  • Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
    • Handle: RePEc:eee:jbrese:v:118:y:2020:i:c:p:311-320
    DOI: 10.1016/j.jbusres.2020.06.056
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    Cited by:

    1. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    2. Savvas Papagiannidis & Dinara Davlembayeva, 2022. "Bringing Smart Home Technology to Peer-to-Peer Accommodation: Exploring the Drivers of Intention to Stay in Smart Accommodation," Information Systems Frontiers, Springer, vol. 24(4), pages 1189-1208, August.
    3. Anderson, Kelley Cours & Laverie, Debra A., 2022. "In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    5. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Kuo-Lun Hsiao & Chia-Chen Chen & Kuan-Yu Lin & Hui-Ya Hsu, 2023. "What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3499-3521, August.
    7. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    8. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    9. Gong, Taeshik & Park, JungKun, 2023. "Effects of augmented reality technology characteristics on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Basha, Norazlyn Kamal & Soutar, Geoff, 2021. "The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    11. Inho Hwang & Hoshik Shim & Woo Jin Lee, 2022. "Do an Organization’s Digital Transformation and Employees’ Digital Competence Catalyze the Use of Telepresence?," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
    12. Alzayat, Ayman & Lee, Seung Hwan (Mark), 2021. "Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment," Journal of Business Research, Elsevier, vol. 130(C), pages 348-363.
    13. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    14. Bin Kim, Woo & Jung Choo, Ho, 2023. "How virtual reality shopping experience enhances consumer creativity: The mediating role of perceptual curiosity," Journal of Business Research, Elsevier, vol. 154(C).
    15. Nuno Sousa & Filipa Jorge & Mário Sérgio Teixeira & Nieves Losada & Miguel Melo & Maximino Bessa, 2023. "An Exploratory Study about the Effect of COVID-19 on the Intention to Adopt Virtual Reality in the Tourism Sector," Sustainability, MDPI, vol. 15(11), pages 1-13, May.
    16. Huang, Jianping & Zhao, Ping & Wan, Xiaoang, 2021. "From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study," Journal of Business Research, Elsevier, vol. 123(C), pages 604-612.

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