This research develops a typology of atmospherics that contains user-identified modules and modular options for personalizing 3D virtual fashion stores. A content analysis of 46 focus group discussions (n = 170) was conducted to understand the user’s perspective for personalizing 3D virtual fashion store atmospherics. Based on three atmospheric categories (pathfinding assistant, environment, and the manner of product presentation), 17 modules and 207 modular options were identified for personalizing 3D virtual stores. This research pioneers the development of an atmospherics typology for personalizing 3D virtual shopping environments as a persuasive selling tool in the emerging field of 3D virtual reality (VR) retailing.

这项研究开发了一种大气类型学，其中包含用户识别的模块和模块化选项，用于个性化3D虚拟时尚商店。进行了46个焦点小组讨论的内容分析（n = 170），以了解用户对于个性化3D虚拟时尚商店氛围的看法。根据三个大气类别（寻路助手，环境和产品展示方式），确定了用于个性化3D虚拟商店的17个模块和207个模块化选项。这项研究开创了一种大气类型学的开发方法，用于将3D虚拟购物环境个性化，作为新兴的3D虚拟现实（VR）零售领域中具有说服力的销售工具。