Dataset Information

The online appeal of the physical shop: How a physical store can benefit from a virtual representation.

ABSTRACT: Consumer behaviour in 2016 shows that (r)etailers need online/offline integration to better serve their clients. An important distinguishing feature of the physical shop is how it can offer consumers a shopping experience. This study uses two experiments to research the extent a fashion store's shopping experience can be presented to consumers via visual material (a regular photo, a 360-degree photo and a virtual reality photo of the shop) without the consumers being in the shop itself. The effects of these visual materials will also be measured in (among others) terms of purchase intention, visiting intention to the physical shop and online visit satisfaction. A theoretical framework is used to substantiate how the three types of pictures can be classified in terms of medium richness. The completed experiments show, among other outcomes, that consumers who saw the virtual reality photo of the shop have a more positive shopping experience, a higher purchase intention, a higher intention to visit the physical shop and more online visit satisfaction than people who have only seen the regular photo or the 360-degree photo of the shop. Enjoyment and novelty seem to partly explain these found effects.

SUBMITTER: Moes A

PROVIDER: S-EPMC5491482 | biostudies-literature | 2017 Jun

REPOSITORIES: biostudies-literature

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The online appeal of the physical shop: How a physical store can benefit from a virtual representation.

Moes Anne A Vliet Harry van HV

Heliyon 20170627 6

Consumer behaviour in 2016 shows that (r)etailers need online/offline integration to better serve their clients. An important distinguishing feature of the physical shop is how it can offer consumers a shopping experience. This study uses two experiments to research the extent a fashion store's shopping experience can be presented to consumers via visual material (a regular photo, a 360-degree photo and a virtual reality photo of the shop) without the consumers being in the shop itself. The effe ...[more]

PMID: 28721395

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Project description:Background: Older adults living in long term care, rehabilitation hospitals, and seniors' residences often experience reduced mobility, sometimes resulting in confinement indoors and isolation, which can introduce or aggravate symptoms of depression, anxiety, loneliness, and apathy. As Virtual Reality (VR) technologies become increasingly accessible and affordable, there is a unique opportunity to enable older adults to escape their restricted physical realities and be transported to both stimulating and calming places which may improve their general well-being. To date no robust evaluations of the use of immersive VR therapy [experienced through a head-mounted-display (HMD)] for older adults within these settings have been reported. VR-therapy may prove to be a safe, inexpensive, non-pharmacological means of managing depressive symptoms and providing engagement and enjoyment to this rapidly growing demographic. Objectives: Establish whether it is feasible to use immersive VR technology as therapy for older adults who have reduced sensory, mobility and/or impaired cognition. This includes evaluation of tolerability, comfort, and ease of use of the HMD, and of the potential for immersive VR to provide enjoyment/relaxation and reduce anxiety and depressive symptoms. Methods: Sixty-six older adults (mean age 80.5, SD = 10.5) with varying cognitive abilities (normal = 28, mild impairment = 17, moderate impairment = 12, severe impairment = 3, unknown cognitive score = 6), and/or physical impairments, entered a multi-site non-randomized interventional study in Toronto, Canada. Participants experienced 3 to 20 min of 360°-video footage of nature scenes displayed on Samsung GearVR HMD. Data was collected through pre/post-intervention surveys, standardized observations during intervention, and post-intervention semi-structured interviews addressing the VR experience. Results: All participants completed the study with no negative side-effects reported (e.g., No dizziness, disorientation, interference with hearing aids); the average time spent in VR was 8 min and 76% of participants viewed the entire experience at least once. Participants tolerated the HMD very well; most had positive feedback, feeling more relaxed and adventurous; 76% wanted to try VR again. Better image quality and increased narrative video content were suggested to improve the experience. Conclusion: It is feasible and safe to expose older adults with various levels of cognitive and physical impairments to immersive VR within these settings. Further research should evaluate the potential benefits of VR in different settings (e.g., home/community based) and explore better customization/optimization of the VR content and equipment for the targeted populations.

Dataset Information

The online appeal of the physical shop: How a physical store can benefit from a virtual representation.

Publications

The online appeal of the physical shop: How a physical store can benefit from a virtual representation.

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