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首页> 外文期刊>Computers in Human Behavior >Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior
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Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior

机译：物理，非沉浸式虚拟和沉浸式虚拟商店环境对消费者的看法和购买行为的影响

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摘要

The application of virtual reality in human activities has been rapidly growing during the last decade. Shopping for food is an important part of people's daily lives. As overnight delivery services of fresh produce, such as Amazon Fresh, are in their development stage, more studies on virtual stores for perishable products are needed, as the quality of fruits and vegetables (FaVs) cannot be easily assessed by consumers when virtual stores are used. This research examines the impact of a physical store, a non-immersive virtual store, and an immersive virtual store environment on consumers' perceptions and purchase behavior toward FaVs. Experimental betweensubjects design (i.e., three groups), combined with a questionnaire survey (after-only design), was used to address the study objectives. The research found that consumers' perceptions of FaVs in both non-immersive and immersive virtual stores (VS) are similar to those in a physical store. By contrast, consumers buy more FaVs in both non-immersive and immersive VS compared to a physical store. The findings also indicate that consumers tend to rely more on extrinsic cues (i.e., FaVs' prices) in the immersive VS when evaluating FaVs on offer and less on intrinsic cues (e.g., FaVs' appearance) they use in the physical store. The results have important implications for practitioners and researchers with regard to the usefulness of virtual reality for better understanding of consumer behavior.
机译：在过去十年中，在人类活动中的虚拟现实的应用一直在迅速增长。购买食物是人民日常生活的重要组成部分。作为新鲜农产品的过夜送货服务，如亚马逊新鲜，在其发展阶段，需要更多关于易腐产品的虚拟商店的研究，因为当虚拟商店的消费者不容易评估水果和蔬菜（FAVS）的质量用过的。本研究探讨了物理店，非沉浸式虚拟商店和沉浸式虚拟商店环境对消费者的看法和购买行为对最喜欢的影响。与调查问卷调查相结合使用的实验（即三组），用于解决研究目标。该研究发现，消费者对非沉浸式和沉浸式虚拟商店（VS）中的最丰富的看法与物理商店中的相似。相比之下，消费者与物理商店相比，消费者在非沉浸式和沉浸式vs中购买更多的收藏。调查结果还表明，当在沉浸式VS时，消费者倾向于更多地依赖于所沉浸式VS时的外在提示，而在物理商店中使用的内在线索（例如，最喜欢的外观）。结果对从业者和研究人员对虚拟现实的有用性具有重要意义，以便更好地理解消费者行为。

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