Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of VR Store Vividness on Immersion and User Satisfaction

VR점포의 생동감이 점포 몰입과 쇼핑경험에 대한 만족에 미치는 영향

  • Yoon, Namhee (Human Ecology Research Center, Korea University) ;
  • Lee, Ha Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
  • 윤남희 (고려대학교 생활과학연구소) ;
  • 이하경 (서울대학교 의류학과) ;
  • 이윤정 (고려대학교 가정교육과)
  • Received : 2021.02.26
  • Accepted : 2021.04.27
  • Published : 2021.06.30
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Abstract

This study explores the effects of VR (Virtual Reality) store vividness, which is one of VR shopping environmental features used in previous research, on user satisfaction. In addition, the mediating role of immersion between VR store vividness and user satisfaction is investigated. The moderating role of self-efficacy is also explored since the effects of vividness and immersion on user satisfaction may depend on a consumer's perceived shopping self-efficacy. A total of 58 participants experienced a VR store with the Oculus Go VR headset. To test the hypotheses, model 14 of Process Macro 3.4 is used (95% Confidence Interval). According to the results, immersion mediated between VR store vividness and user satisfaction. Additionally, there was a significant interaction effect between immersion and self-efficacy on user satisfaction. When a consumer experiences high immersion at a VR store, consumers may have a strongly positive experience, especially among those who have a perceived low shopping self-efficacy.

Keywords

Acknowledgement

본 논문은 고려대학교에서 지원된 연구비로 수행되었음 (Supported by a Korea University Grant).

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