 Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environmentAyman Alzayat and Lee, Seung Hwan (Mark) Journal of Business Research, 2021, vol. 130, issue C, 348-363 Abstract: Consumer’s ability to touch products is an essential component of one’s retail shopping experience. When the ability to touch is not available, Virtual Reality (VR) platforms may provide a simulated medium for consumers to haptically explore products. In multiple studies, we discover that a VR retail environment (vs. an online retail website) positively impacts hedonic shopping value. Further, we demonstrate that a VR retail environment leads to consumers perceiving certain products as an extension of the body as opposed to perceiving it as a presentation of the body. Our findings reveal that a VR retail environment is more suitable for products that are perceived as an extension of the body (e.g., tools) rather than as a presentation of the body (e.g., clothes). Finally, we unveil mediating pathways to these relationships involving telepresence and need for touch. Keywords: Virtual reality; Retail environment; Hedonic shopping value; Utilitarian shopping value; Need for touch (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:348-363 DOI: 10.1016/j.jbusres.2021.03.017 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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