IDEAS home Printed from https://ideas.repec.org/h/spr/prochp/978-3-030-68086-2_2.html
   My bibliography  Save this book chapter

The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Sandra Maria Correia Loureiro

    (ISCTE-Instituto Universitario De Lisboa and BRU-Business Research Unit)

  • Carolina Correia

    (ISCTE-Instituto Universitario De Lisboa)

  • João Guerreiro

    (ISCTE-Instituto Universitario De Lisboa and BRU-Business Research Unit)

Abstract

This study aims to explore the role of mental imagery, product involvement and presence on emotions and purchase intentions. A quasi-experimental between-subjects design was implemented to test the proposed model. The quasi-experimental manipulation comprised a virtual grocery store, using VR. A quantitative approach was followed using a questionnaire to get data to test the model. The questionnaire was fulfilled after the 108 participants visualize the scenario through VR. The results reveal that all hypotheses are supported, expect H4. Product involvement is not associated to emotions.

Suggested Citation

  • Sandra Maria Correia Loureiro & Carolina Correia & João Guerreiro, 2021. "The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket," Progress in IS, in: M. Claudia tom Dieck & Timothy H. Jung & Sandra M. C. Loureiro (ed.), Augmented Reality and Virtual Reality, pages 17-28, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-68086-2_2
    DOI: 10.1007/978-3-030-68086-2_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:prochp:978-3-030-68086-2_2. 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.

    We have no bibliographic references for this item. You can help adding them by using 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.