Moes Anne, Vliet Harry van
Amsterdam University of Applied Sciences (AUAS/HvA), Rhijnspoorplein 1, 1091 GC, Amsterdam, The Netherlands.
Heliyon. 2017 Jun 27;3(6):e00336. doi: 10.1016/j.heliyon.2017.e00336. eCollection 2017 Jun.
Consumer behaviour in 2016 shows that (r)etailers need online/offline integration to better serve their clients. An important distinguishing feature of the physical shop is how it can offer consumers a shopping experience. This study uses two experiments to research the extent a fashion store's shopping experience can be presented to consumers via visual material (a regular photo, a 360-degree photo and a virtual reality photo of the shop) without the consumers being in the shop itself. The effects of these visual materials will also be measured in (among others) terms of purchase intention, visiting intention to the physical shop and online visit satisfaction. A theoretical framework is used to substantiate how the three types of pictures can be classified in terms of medium richness. The completed experiments show, among other outcomes, that consumers who saw the virtual reality photo of the shop have a more positive shopping experience, a higher purchase intention, a higher intention to visit the physical shop and more online visit satisfaction than people who have only seen the regular photo or the 360-degree photo of the shop. Enjoyment and novelty seem to partly explain these found effects.
2016年的消费者行为表明，零售商需要线上/线下整合，以便更好地服务客户。实体店的一个重要显著特征在于它如何能为消费者提供购物体验。本研究采用两项实验来探究一家时尚店的购物体验能在多大程度上通过视觉材料（店铺的普通照片、360度照片和虚拟现实照片）呈现给消费者，而消费者无需身处店铺之中。这些视觉材料的效果还将从购买意愿、前往实体店的意愿以及在线访问满意度等方面进行衡量。一个理论框架被用于证实如何根据媒介丰富度对这三种类型的图片进行分类。完整的实验表明，除其他结果外，观看了店铺虚拟现实照片的消费者比只看过店铺普通照片或360度照片的人有更积极的购物体验、更高的购买意愿、更高的前往实体店的意愿以及更高的在线访问满意度。愉悦感和新奇感似乎在一定程度上解释了这些发现的效果。
