Based on the stimuli-organism-response model, this study aims to examine whether consumers’ store experience through virtual reality (VR), compared to website experience, can attract them enough to perceive the online store as appealing. Two types of stimuli were developed for the experiments: consumers’ VR store experience (106 data) (i.e., having respondents experience 360-degree-based VR store videos recorded at a fashion retailer) and store website experience (107 data) (i.e., having respondents experience the same store’s website). The results revealed that relative to an ordinary store website, consumers’ VR store experience evoked positive emotions and increased perceived store attractiveness. This study also discovered that store familiarity does not moderate the relationship between the two store experience types and evoked emotions, implying that VR technology is effective regardless of consumers’ familiarity with a store. Text analytics were also utilized, providing additional insights about their VR store experiences. This study suggests an effective method for online retailers to emulate an attractive store environment and entice consumers through VR, regardless of the retailers’ fame. Specifically, it demonstrates the effectiveness of VR over website in enhancing store attractiveness, an under-studied area.

中文翻译：

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通过虚拟现实实现的消费者商店体验：其对情绪状态和感知商店吸引力的影响

基于刺激生物反应模型，本研究旨在检验与网站体验相比，消费者通过虚拟现实（VR）的商店体验是否能够吸引他们，从而足以感知在线商店的吸引力。针对实验开发了两种类型的刺激：消费者的VR商店体验（106数据）（即让受访者体验在时尚零售商处录制的基于360度的VR商店视频）和商店网站的体验（107数据）（即，让受访者访问同一家商店的网站）。结果显示，相对于普通商店的网站，消费者的VR商店体验唤起了积极的情绪，并增加了感知的商店吸引力。这项研究还发现，商店的熟悉度并不能缓解两种商店体验类型和诱发的情绪之间的关系，这意味着无论消费者对商店的熟悉程度如何，VR技术都是有效的。还利用了文本分析，从而提供了有关其VR商店体验的更多见解。这项研究为在线零售商提供了一种有效的方法来模仿有吸引力的商店环境并通过VR吸引消费者，而不论零售商的名声如何。具体来说，它展示了VR在网站上在增强商店吸引力方面的有效性，这是一个未被充分研究的领域。