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

作者：

Highlights：

• Consumers' perceptions of FaVs in both non-immersive and immersive VS are similar to those in a physical store.

• Consumers buy more FaVs in both non-immersive and immersive VS compared to a physical store.

• Consumers tend to rely more on extrinsic cues (i.e., FaVs' prices) in the immersive VS.

• Consumers tend to rely more on intrinsic cues (e.g., FaVs' appearance) in the physical store.

摘要

•Consumers' perceptions of FaVs in both non-immersive and immersive VS are similar to those in a physical store.•Consumers buy more FaVs in both non-immersive and immersive VS compared to a physical store.•Consumers tend to rely more on extrinsic cues (i.e., FaVs' prices) in the immersive VS.•Consumers tend to rely more on intrinsic cues (e.g., FaVs' appearance) in the physical store.

论文关键词：Virtual reality,Physical store,Virtual store,Immersive virtual environment,Non-immersive virtual environment,Consumer behavior,Fruits and vegetables

论文评审过程：Received 6 December 2019, Revised 30 March 2020, Accepted 4 April 2020, Available online 18 April 2020, Version of Record 27 April 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106374