KOREASCHOLAR

Virtual Reality (VR) is no longer only a buzzword, but pronounced to be the next revolutionary platform after PCs and smartphones (Bellini et al., 2016). Up to this point research on VR has been primarily focusing on virtual product experiences (e.g.Klein, 2003; Li, Daugherty, & Biocca, 2002) or brand experiences (e.g.Van Kerrebroeck, Brengman, & Willems, 2017), whereas no research using a VR in conjunction with service concepts or provider-consumer relationships could be found. However, with service characteristics such as intangibility and a high uncertainty in purchase decisions the new technology could prove very useful in supporting customers in their purchase decisions (Lovelock & Wirtz, 2011). VR is able to simulate the consumption more similar and closer to a direct experience than other media and is hence be able to support the customer in his decision decision. Furthermore, and induced by the feeling of telepresence or spatial presence customers are transported to the virtually created service environment and hence enabled to familiarize with the service and connect with the service provider prior to the actual consumption (Balasubramanian, Konana, & Menon, 2003). The theoretical foundation lies with the Construal Level Theory (CLT) and the concept of psychological distance. As Trope and Liberman (2010) induce, objects that are closer to one’s direct experience (low psychological distance) are mentally construed on a lower (more concrete) level and thus perceived with a lower psychological distance or in other words close from the self, here, and now (Liberman & Trope, 1998; Trope & Liberman, 2010). The study at hand shows a direct positive relationship between the level of telepresence and the participants’ construal level, enabling service providers to reduce the level of psychological distance to their consumers with the help of VR. Further, the positive relationship between construal level and participants’ level of trust, risk and perceived firm knowledge could be proven as significant with the data at hand. This is both supporting and extending the existing literature (Darke, Brady, Benedicktus, & Wilson, 2016; Edwards, Lee, & Ferle, 2009). The results contribute to an increasing interest of the potential of construal level theory application in a service environment and offer great potential for service practitioners to reduce psychological distance to their customers and in the following increase trust and reduce risk, both being very central challenges when it comes to the purchase decision for services.

• Daniel Zimmermann(Ludwig-Maximilians-University, Germany)