Mental Imagery, Product Involvement and Presence at Virtual Reality Supermarket

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2023-03-01 DOI:10.1177/09732586221086655

S. Loureiro, C. Correia, J. Guerreiro

引用次数: 2

Abstract

Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer’s emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.

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虚拟现实超市中的心理意象、产品介入与存在

虚拟现实（VR）是一种创造完全沉浸式和虚拟体验的技术，已被用于创建虚拟超市并探索消费者在这种替代现实中的行为。目前的研究使用虚拟现实场景来分析在虚拟购物体验中，心理意象、产品参与和存在对客户情绪和购买意愿的影响。所提出的模型在虚拟现实场景中对洗衣粉类别的108名参与者进行了测试。研究结果表明，在虚拟环境中，心理意象对情绪的影响最为显著，而在场对购买决策的影响很大。然而，产品的介入只会对情绪产生影响。此外，对洗衣产品的痴迷大大降低了产品参与对购买意愿的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.