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

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

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 Technolog...

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Bibliographic Details
Published in:Journal of business research Vol. 118; pp. 311 - 320
Main Authors: Han, Sang-Lin, An, Myounga, Han, Jerry J., Lee, Jiyoung
Format: Journal Article
Language:English
Published: Elsevier Inc 01-09-2020
Elsevier B.V
Subjects:
Analysis
Business schools
Consumer behavior
Flow
Marketing
Marketing research
Supermarkets
Telepresence
Time distortion
Virtual Reality
VR shopping
Telepresence
VR shopping
Virtual Reality
Flow
Time distortion
Online Access:Get full text
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Summary: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.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2020.06.056