How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value

Ju Yeun Jang, Hee Jin Hur, Ho Jung Choo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

14 Citations (Scopus)


This study explores the roles of vividness and interactivity—two technological dimensions of virtual reality mediums—for consumers’ approach intention toward immersive virtual reality stores. In addition to telepresence, a well-established variable in explaining the effectiveness of virtual mediums, this study proposes experiential value as the second mediator that can lead to successful consumer experiences in commercial virtual environments. We recruited 101 volunteers who were willing to experience a virtual reality store with head-mounted displays. The results show that participants who perceive higher vividness and interactivity of an immersive virtual reality store tend to show stronger approach intentions, and that such positive influences are serially mediated by perceived telepresence and experiential shopping value. In multiple-step mediation analysis, the perceived experiential shopping value is found to be the key determinant in evoking consumers’ approach intention. The study concludes that virtual reality stores should be built in a way that provides experiential value by utilizing strong telepresence to achieve positive consumers’ approach intention. Suggestions for further research and practical applications are also discussed.

Original languageEnglish
Article number12
JournalFashion and Textiles
Issue number1
Publication statusPublished - 1 Dec 2019


  • Approach intention
  • Experiential shopping value
  • Immersive virtual reality
  • Interactivity
  • Telepresence
  • Virtual reality store
  • Vividness

ASJC Scopus subject areas

  • Social Psychology
  • Cultural Studies
  • Materials Science (miscellaneous)
  • Strategy and Management
  • Marketing

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