Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption

Peukert C, Pfeiffer J, Meißner M, Pfeiffer T, Weinhardt C (2019)
Journal of Management Information Systems 36(3): 1-34.

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Zeitschriftenaufsatz | Veröffentlicht | Englisch
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Abstract / Bemerkung
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. # Video Contributions: ## High vs. Low Immersion The following video shows examples from the two conditions high immersion and low immersion.
## High Immersion vs. Physical Reality The following video shows a side-by-side comparison between the high immersive setup and the physical reality setup.
Erscheinungsjahr
Zeitschriftentitel
Journal of Management Information Systems
Band
36
Ausgabe
3
Seite(n)
1-34
ISSN
PUB-ID

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Peukert C, Pfeiffer J, Meißner M, Pfeiffer T, Weinhardt C. Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption. Journal of Management Information Systems. 2019;36(3):1-34.
Peukert, C., Pfeiffer, J., Meißner, M., Pfeiffer, T., & Weinhardt, C. (2019). Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption. Journal of Management Information Systems, 36(3), 1-34. doi:10.1080/07421222.2019.1628889
Peukert, C., Pfeiffer, J., Meißner, M., Pfeiffer, T., and Weinhardt, C. (2019). Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption. Journal of Management Information Systems 36, 1-34.
Peukert, C., et al., 2019. Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption. Journal of Management Information Systems, 36(3), p 1-34.
C. Peukert, et al., “Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption”, Journal of Management Information Systems, vol. 36, 2019, pp. 1-34.
Peukert, C., Pfeiffer, J., Meißner, M., Pfeiffer, T., Weinhardt, C.: Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption. Journal of Management Information Systems. 36, 1-34 (2019).
Peukert, Christian, Pfeiffer, Jella, Meißner, Martin, Pfeiffer, Thies, and Weinhardt, Christof. “Shopping in Virtual Reality Stores. The Influence of Immersion on System Adoption”. Journal of Management Information Systems 36.3 (2019): 1-34.
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Zusatzmaterial
Titel
Video showing the high and low immersive setups
Beschreibung
The video gives examples from the high and the low immersive setup used in the study discussed in the paper.
Access Level
OA Open Access
Zuletzt Hochgeladen
2019-03-29T18:14:23Z
Zusatzmaterial
Titel
Video comparing high immersion and physical reality
Access Level
OA Open Access
Zuletzt Hochgeladen
2019-03-29T18:22:00Z