This study examined the effects of user interactivity with VR in a digital retail setting on mental imagery and sensory brand app experience and its consequential impacts on perceived enjoyment, perceived usefulness, attitude toward using VR, and behavioral intent. Mental imagery is understood in relation to quantity, vividness, and valence. The user involvement with the device is employed as a moderator to fully understand the impact of VR in connection with consumer engagement. An IKEA VR application was utilized for this study. A convenient sample of college students was recruited from a large research university in the US. The findings of the study show that user interactivity impacts mental imagery, and it subsequently influences sensory brand app experience, perceived enjoyment, perceived usefulness, attitude toward using VR, and behavioral intent. Overall, this study provides meaningful and practical information to academicians and practitioners.

• Jung-Hwan Kim(University of South Carolina, USA)
• Minjeong Kim(Indiana University Bloomington, USA)
• Minjung Park(Ewha Womans University, South Korea)
• Jungmin Yoo(Duksung Women’s University, South Korea)