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Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers’ perceptions and purchase behavior

Lombart, C., Millan, E., Normand, J.-M., Verhulst, A., Labbe-Pinlon, B. and Moreau, G. (2020) Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers’ perceptions and purchase behavior. Computers in Human Behavior, 110. 106374. ISSN 0747-5632

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To link to this item DOI: 10.1016/j.chb.2020.106374

Abstract/Summary

The application of virtual reality in human activities has been rapidly growing during the last decade. Shopping for food is an important part of people’s daily lives. As overnight delivery services of fresh produce, such as Amazon Fresh, are in their development stage, more studies on virtual stores for perishable products are needed, as the quality of fruits and vegetables (FaVs) cannot be easily assessed by consumers when virtual stores are used. This research examines the impact of a physical store, a non-immersive virtual store, and an immersive virtual store environment on consumers’ perceptions and purchase behavior toward FaVs. Experimental betweensubjects design (i.e., three groups), combined with a questionnaire survey (after-only design), was used to address the study objectives. The research found that consumers’ perceptions of FaVs in both non-immersive and immersive virtual stores (VS) are similar to those in a physical store. By contrast, consumers buy more FaVs in both non-immersive and immersive VS compared to a physical store. The findings also indicate that consumers tend to rely more on extrinsic cues (i.e., FaVs’ prices) in the immersive VS when evaluating FaVs on offer and less on intrinsic cues (e.g., FaVs’ appearance) they use in the physical store. The results have important implications for practitioners and researchers with regard to the usefulness of virtual reality for better understanding of consumer behavior.

Item Type:Article
Refereed:Yes
Divisions:Faculty of Life Sciences > School of Agriculture, Policy and Development > Economic and Social Sciences Division > Food Economics and Marketing (FEM)
ID Code:90446
Uncontrolled Keywords:Virtual reality; Physical store; Virtual store; Immersive virtual environment; Non-immersive virtual environment; Consumers' perceptions; Attitudes; Consumer behavior; Fruits and vegetables
Publisher:Elsevier

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