The Role of VR Shopping in Digitalization of SCM for Sustainable Management: Application of SOR Model and Experience Economy

Shopping malls in virtual reality (VR) environments have created a new paradigm of distribution as strategy digital consumption experience for sustainable management the fast-changing digitalization SCM. This study implemented VR shopping environment to examine how telepresence and interactivity affect consumers’ usage behavior after experiencing by applying SOM model economy, suggests role SCM management. First, this examined impact on time distortion enjoyment based economy flow theory. Second, relationship between perceived during was tested. The also whether affected behavioral intention. As research method study, we directly supermarket, had 120 people participate survey supermarket. Additionally, structural equation used verify proposed hypothesis model. findings show that both significant with enjoyment. Time verified partial mediating effects positive enjoyment, which turn effect In other words, order digitize environment, it is necessary implement an consumers are immersed track consumer experience. Through this, possible create core creates competitive advantage.