有计划和计划外虚拟购物中的认知负荷:来自神经生理学角度的证据

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Shobhit Kakaria , Farzad Saffari , Thomas Z. Ramsøy , Enrique Bigné
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引用次数: 2

摘要

虚拟现实辅助零售应用程序的快速采用无意中重塑了消费者的购买模式,使企业增强购物体验变得至关重要。这一新场景挑战了营销人员在产品商业化和管理通过VR零售获得的信息线索方面的独特障碍。因此,本研究使用自我报告和脑电图检查了消费者在虚拟零售店的冲动行为和计划外购买。借用零售、虚拟现实和神经营销文献中的各种观点,我们扩展了刺激-有机体反应框架,以评估计划外行为如何通过有意识和无意识的措施演变。我们发现,消费者的冲动与他们的计划外支出和计划外购买次数显著相关。通过中介分析,我们观察到购物过程中的流动体验在一定程度上中介了存在感和在虚拟购物店停留更长时间的愿望之间的关系。留在虚拟商店的愿望对商店满意度、购物篮尺寸偏差和预算偏差产生了积极影响。此外,通过脑电图获得的认知工作量在计划内和计划外购买中都显示出显著差异。这些发现为零售商利用沉浸式和交互式虚拟技术的颠覆性潜力来改变消费者的购物体验提供了新的机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences.

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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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