Previous studies show that VR images can influence consumers’ attitudes and behaviors by evoking imagination. In this study, we introduce a reality-based closed-loop 3D image (hereafter Virtualgraph). Then, we try to see whether such image would increase evocativeness in a mobile commerce environment and whether higher telepresence of the visual image of a product can increase the purchase intention of that product. In order to find the above, we developed a model comprised of constructs containing telepresence, perceived value price, perceived food quality, and vividness of visual imagery questionnaire (VVIQ). We used Virtualgraph application to conduct an experiment and then conducted an interview as well as a survey. As results of the experiment, survey, and interview, we found the followings. First, users evoke imagination better with Virtualgraph than with still images. Second, increased evocativeness affects purchase intention if the perceived quality of fresh food product is satisfactory. Third, increased evocativeness makes users value products higher and do even much higher when the perceived quality of fresh food product is good. From the interview, we could find that the experimental group had higher purchase intentions and perceived products as more expensive ones. Also, they perceived images of products clearer and more vivid than did the control group. We also discuss the strategic implications of using Virtualgraph in mobile shopping malls.

先前的研究表明，VR图像可以通过激发想象力来影响消费者的态度和行为。在这项研究中，我们介绍了一个基于现实的闭环3D图像（以下称为Virtualgraph）。然后，我们尝试查看这种图像在移动商务环境中是否会提高唤起性，以及产品视觉图像的更高的远程呈现是否可以增加该产品的购买意愿。为了找到上述内容，我们开发了一个模型，该模型由包含远程呈现，感知的价格价格，感知的食品质量以及可视化图像问卷（VVIQ）的生动性的结构组成。我们使用Virtualgraph应用程序进行了实验，然后进行了访谈和调查。作为实验，调查和访谈的结果，我们发现了以下内容。第一，与静态图像相比，用户使用Virtualgraph可以更好地激发想象力。第二，如果新鲜食品的感知质量令人满意，那么提高唤起力会影响购买意愿。第三，提高唤起力使用户对产品的价值更高，而当新鲜食品的感知质量良好时，用户的价值甚至更高。从访谈中我们可以发现，实验组的购买意愿更高，并且认为产品更昂贵。而且，他们认为产品的图像比对照组更清晰，更生动。我们还将讨论在移动购物商场中使用Virtualgraph的战略意义。唤起人们更多的回味感，使用户对产品的价值更高，而当新鲜食品的感觉质量良好时，用户的价值甚至更高。从访谈中我们可以发现，实验组的购买意愿更高，并且认为产品更昂贵。而且，他们认为产品的图像比对照组更清晰，更生动。我们还将讨论在移动购物商场中使用Virtualgraph的战略意义。唤起人们更多的回味感，使用户对产品的价值更高，而当新鲜食品的感觉质量良好时，用户的价值甚至更高。从访谈中我们可以发现，实验组的购买意愿更高，并且认为产品更昂贵。而且，他们认为产品的图像比对照组更清晰，更生动。我们还将讨论在移动购物商场中使用Virtualgraph的战略意义。