KOREASCHOLAR

HOW IMMERSIVE RETAILING AFFECTS CONSUMERS’ URGE TO BUY: IMPACTS OF SELF-IMAGERY, POSITIVE EMOTION, AND SELF-RELEVANCE

Ju Yeun Jang, Do Yuon Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/423112
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.1034-1039
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study investigated how immersive VR store experience generated consumers’ urge to buy via self-imagery and pleasure. It also identified that the processing varied by the level of self-relevance to the VR store. The findings suggest that the impact of VR store experience can be expanded to impulsive/compulsive purchases.

Keyword
VR store experienceTelepresenceUrge to buySelf-imageryPleasure
Author
  • Ju Yeun Jang(The Hong Kong Polytechnic University)
  • Do Yuon Kim(Gachon University)