IDEAS home Printed from https://ideas.repec.org/a/spr/qualqt/v57y2023i4d10.1007_s11135-022-01510-w.html
   My bibliography  Save this article

What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors

Author

Listed:
  • Kuo-Lun Hsiao

    (National Taichung University of Science and Technology)

  • Chia-Chen Chen

    (National Chung Hsing University)

  • Kuan-Yu Lin

    (Ling Tung University)

  • Hui-Ya Hsu

    (National Taichung University of Science and Technology)

Abstract

Numerous companies are considering implementing virtual reality (VR) technology in both online and offline stores to attract more customers, as they realized in recent years that the shopping contexts built with VR help provide consumers with feeling of presence experience. To explore various factors affecting users’ shopping intention toward using VR, a research model based on the theory of reasoned action and the ABC (affective- behavioral- cognitive) model of attitude was developed. The model, which also encompassed spatial presence, media richness, flow, and VR context empathy, was tested in VR and conventional online shopping contexts. This study involved an online questionnaire used for empirical research, along with the collection and analysis of data of 240 samples by structural equation modeling approach. The findings indicated that attitude is the most important factor affecting the intention of using online shopping while empathy is the most critical factor affecting offline shopping intention. In addition, flow has strong influence on both attitude and empathy. This study also uncovered that spatial presence and media richness have positive influence on users’ flow experience. The implications of these findings are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01510-w
    DOI: 10.1007/s11135-022-01510-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11135-022-01510-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11135-022-01510-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Martínez-Navarro, Jesus & Bigné, Enrique & Guixeres, Jaime & Alcañiz, Mariano & Torrecilla, Carmen, 2019. "The influence of virtual reality in e-commerce," Journal of Business Research, Elsevier, vol. 100(C), pages 475-482.
    4. Pizzi, Gabriele & Vannucci, Virginia & Aiello, Gaetano, 2020. "Branding in the time of virtual reality: Are virtual store brand perceptions real?," Journal of Business Research, Elsevier, vol. 119(C), pages 502-510.
    5. Kandaurova, Maria & Lee, Seung Hwan (Mark), 2019. "The effects of Virtual Reality (VR) on charitable giving: The role of empathy, guilt, responsibility, and social exclusion," Journal of Business Research, Elsevier, vol. 100(C), pages 571-580.
    6. 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.
    7. Maity, Moutusy & Dass, Mayukh & Kumar, Piyush, 2018. "The impact of media richness on consumer information search and choice," Journal of Business Research, Elsevier, vol. 87(C), pages 36-45.
    8. Simon, Françoise, 2013. "The influence of empathy in complaint handling: Evidence of gratitudinal and transactional routes to loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 599-608.
    9. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2016. "Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 108(C), pages 42-53.
    10. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    11. Shao, Zhen & Pan, Zhengyuan, 2019. "Building Guanxi network in the mobile social platform: A social capital perspective," International Journal of Information Management, Elsevier, vol. 44(C), pages 109-120.
    12. Alalwan, Ali Abdallah & Dwivedi, Yogesh K. & Rana, Nripendra P. & Algharabat, Raed, 2018. "Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 125-138.
    13. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. 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.
    15. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    16. Escalas, Jennifer Edson & Stern, Barbara B, 2003. "Sympathy and Empathy: Emotional Responses to Advertising Dramas," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 566-578, March.
    17. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
    18. Muhammad Riaz & Sherani, 2021. "Investigation of information sharing via multiple social media platforms: a comparison of Facebook and WeChat adoption," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(5), pages 1751-1773, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    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. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    3. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. 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).
    5. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    6. Mütterlein, Joschka & Kunz, Reinhard E. & Baier, Daniel, 2019. "Effects of lead-usership on the acceptance of media innovations: A mobile augmented reality case," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 113-124.
    7. 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).
    8. Md. Moddassir Alam & Abdalwali Lutfi & Abdallah Alsaad, 2023. "Antecedents and Consequences of Customers’ Engagement with Pro-Environmental Consumption-Related Content on Social Media," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    9. 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).
    10. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    11. Garima Malik & A. Sajeevan Rao, 2019. "Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy," Information Technology & Tourism, Springer, vol. 21(4), pages 461-482, December.
    12. Wang, Guoqiang & Tan, Garry Wei-Han & Yuan, Yunpeng & Ooi, Keng-Boon & Dwivedi, Yogesh K., 2022. "Revisiting TAM2 in behavioral targeting advertising: A deep learning-based dual-stage SEM-ANN analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    13. Riffat Ara Zannat Tama & Md Mahmudul Hoque & Ying Liu & Mohammad Jahangir Alam & Mark Yu, 2023. "An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers’ Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh," Agriculture, MDPI, vol. 13(2), pages 1-22, February.
    14. Yu Hao & Yingting Wang & Qiuwei Wu & Shiwei Sun & Weilu Wang & Menglin Cui, 2020. "What affects residents' participation in the circular economy for sustainable development? Evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1251-1268, September.
    15. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    16. Bhukya, Ramulu & Paul, Justin, 2023. "Social influence research in consumer behavior: What we learned and what we need to learn? – A hybrid systematic literature review," Journal of Business Research, Elsevier, vol. 162(C).
    17. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    18. Wu, Ing-Long & Chen, Kuei-Wan & Chiu, Mai-Lun, 2016. "Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users," International Journal of Information Management, Elsevier, vol. 36(3), pages 284-296.
    19. Zhijian Bai & Yang Zhang, 2021. "Sustainability of Ski Tourism in China: An Integrated Model of Skiing Tourists’ Willingness to Pay for Environmental Protection," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    20. Shulin Wang & Shanhua Wu, 2023. "Optimizing the Location of Virtual-Shopping-Experience Stores Based on the Minimum Impact on Urban Traffic," Sustainability, MDPI, vol. 15(13), pages 1-25, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01510-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.