The online appeal of the physical shop: How a physical store can benefit from a virtual representation

نویسندگان

  • Anne Moes
  • Harry van Vliet
چکیده

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.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

The Consequences of the Identity Theft Fear in the Sport Products Online Shopping From the Perspective of Physical Education Students

Background. Today, online shopping has become one of the most important components of modern marketing that had both positive and negative consequences for customers. Objectives. The purpose of present research was to study the consequences of fear of identity theft in sport products online shopping from the perspective of physical education students. Methods. The present study is a descripti...

متن کامل

Distance to Market: Propinquity across In-store and Online Food Retailing

This qualitative research examines propinquity across two grocery shopping situations – real (in-store) and virtual (online). Examining how the same consumers shop for the same or similar commodities provides quasi-experimental conditions to examine differences in shopping behaviour. Convergent interviews with 15 respondents identified that consumer reasons – expectations of convenience, trust ...

متن کامل

American Virtual Colonialism and the Islamophobia Politics: Muslim/Iranian Women’s “Hijab” at “YouTube”

Virtual Colonialism (Ameli, 2011) is reflecting a new trend of colonialismin the virtual space parallel to the physical space. According to Ameli(2007), withthe “Dual Spacization” of life,the imperial powers like the United States of Americatake the advantage of the synchronization and translocality of the virtual space toexpand their realm of imperial power through the “attraction” and “persua...

متن کامل

Redesigning Bazaar Physical Structure According to its Dealing Culture Structure- Case Study: Arab Bazaar in Ahvaz City

Redesigning Bazaar Physical Structure According to its Dealing Culture Structure Case Study: Arab Bazaar in Ahvaz City The Bazaar physical structure is formed from the arrangement syntax of division units, Interfaces, joints and boundaries to each other and the Arabic Bazaar also follows this example. This structure is the result of arrangement syntax of division units with linear pattern a...

متن کامل

The influence of advertising appeal type on pleasure and consumers’ arousal in sport service

The purpose of this research was to investigate the influence of advertising appeal on pleasure and consumer’s arousal in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university. 440 subjects were selected by using the stratified sampling....

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره 3  شماره 

صفحات  -

تاریخ انتشار 2017