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

Ju Yeun Jang; Do Yuon Kim

논문 상세보기

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

Ju Yeun Jang, Do Yuon Kim

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/423112

구독 기관 인증 시 무료 이용이 가능합니다. 4,000원

Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.1034-1039

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

키워드

VR store experience Telepresence Urge to buy Self-imagery Pleasure

저자

Ju Yeun Jang(The Hong Kong Polytechnic University)
Do Yuon Kim(Gachon University)

같은 권호 다른 논문