The effects of experiential factors of virtual reality (VR) store on perceived information, satisfaction and revisit intention [가상현실 점포의 체험요소가 소비자의 지각된 정보의 양, 고객만족 및 재방문의도에 미치는 영향]
- 주제(키워드) Customer satisfaction , Experiential marketing , Perceived amount of information , Revisit intention , Virtual reality
- 관리정보기술 faculty
- 등재 SCOPUS, KCI등재
- 발행기관 Korean Society of Clothing and Textiles
- 발행년도 2019
- URI http://www.dcollection.net/handler/ewha/000000172185
- 본문언어 한국어
- Published As https://dx.doi.org/10.5850/JKSCT.2019.43.5.682
초록/요약
This study examines whether experiential factors of virtual reality (VR) stores influence consumers' perceived amount of information and satisfaction, which in turn influences revisit intention. This also study examines whether the experiential factors differ as a function of an individual characteristic such as environmental responsiveness. Female consumers who had an experience in using VR technology for digital shopping participated in the online survey. The results showed that educational, escapist and aesthetic experiences have a significant impact on the perceived amount of information, and entertainment and escapist experiences have a significant impact on satisfaction. In addition, the perceived amount of information has a positive effect on customer satisfaction, which in turn has a positive effect on revisit intention. There is also a difference in the effect of experiential factors on consumer responses depending on the environmental responsiveness. This study provides theoretical suggestions for experiential marketing and presents practical implications for developing marketing strategies for digital retailers utilizing VR technology. © 2019, The Korean Society of Clothing and Textiles. All rights reserved.
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