Abstract Companies have the opportunity to better engage potential customers by presenting products to them in a highly immersive virtual reality (VR) shopping environment. However, a minimal amount is known about why and whether customers will adopt such fully immersive shopping environments. We therefore develop and experimentally validate a theoretical model, which explains how immersion affects adoption. The participants experienced the environment by using a head-mounted display (high immersion) or by viewing product models in 3D on a desktop (low immersion). We find that immersion does not affect the users’ intention to reuse the shopping environment, because two paths cancel each other out: Highly immersive shopping environments positively influence a hedonic path through telepresence, but surprisingly, they negatively influence a utilitarian path through product diagnosticity. We can explain this effect via low readability of product information in the VR environment and expect VR’s full potential to develop when the technology is further advanced. Our study contributes to literature on immersive systems and IS adoption research by introducing a research model for the adoption of VR shopping environments. A key practical implication of our study is that system designers need to pay special attention to the current state of technology when designing VR applications.

中文翻译：

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在虚拟现实商店购物：沉浸感对系统采用的影响

摘要 公司有机会通过在高度身临其境的虚拟现实 (VR) 购物环境中向潜在客户展示产品来更好地吸引潜在客户。然而，很少有人知道客户为什么以及是否会采用这种完全沉浸式的购物环境。因此，我们开发并通过实验验证了一个理论模型，该模型解释了沉浸感如何影响采用。参与者通过使用头戴式显示器（高沉浸感）或在桌面上以 3D 形式查看产品模型（低沉浸感）来体验环境。我们发现沉浸感不会影响用户重用购物环境的意图，因为两条路径相互抵消：高度沉浸式购物环境通过远程呈现对享乐路径产生积极影响，但令人惊讶的是，它们通过产品诊断对功利主义路径产生负面影响。我们可以通过 VR 环境中产品信息的低可读性来解释这种影响，并期望随着技术的进一步发展，VR 的全部潜力将得到发展。我们的研究通过引入 VR 购物环境采用的研究模型，为沉浸式系统和 IS 采用研究的文献做出贡献。我们研究的一个关键实际意义是，系统设计人员在设计 VR 应用程序时需要特别关注当前的技术状态。我们的研究通过引入 VR 购物环境采用的研究模型，为沉浸式系统和 IS 采用研究的文献做出贡献。我们研究的一个关键实际意义是，系统设计人员在设计 VR 应用程序时需要特别关注当前的技术状态。我们的研究通过引入 VR 购物环境采用的研究模型，为沉浸式系统和 IS 采用研究的文献做出贡献。我们研究的一个关键实际意义是，系统设计人员在设计 VR 应用程序时需要特别注意当前的技术状态。