Virtual reality, real reactions?: Comparing consumers' perceptions and shopping orientation across physical and virtual-reality retail stores
作者：
Highlights：
• VR is a reliable tool for estimating consumers' in-store perceptions and behaviors.
• VR-stores elicit both utilitarianism via efficiency and hedonism via escapism.
• Hedonism and utilitarianism impact satisfaction toward VR-stores differently but equally.
• VR has a negative impact on satisfaction moderated by perceived assortment size.
摘要
•VR is a reliable tool for estimating consumers' in-store perceptions and behaviors.•VR-stores elicit both utilitarianism via efficiency and hedonism via escapism.•Hedonism and utilitarianism impact satisfaction toward VR-stores differently but equally.•VR has a negative impact on satisfaction moderated by perceived assortment size.
论文关键词：Virtual reality,Hedonism,Utilitarianism,Store satisfaction,Perceived assortment size,Moderated mediation
论文评审过程：Received 3 July 2018, Revised 9 November 2018, Accepted 10 February 2019, Available online 11 February 2019, Version of Record 14 February 2019.
论文官网地址：https://doi.org/10.1016/j.chb.2019.02.008
