인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study aimed to identify the underlying dimensions of VR store atmosphere and examine its effect on consumer experience and approach behavior in the context of fashion shopping. A fashion VR store was selected for VR shopping experience with using HMD. Participants completed a self-administered questionnaire regarding VR store atmosphere, consumer experience, approach behavior and immersion after finishing the VR shopping experience. A total of 101 usable data were obtained from the university students aged 20 to 27 years. Results showed the following: the VR store atmosphere consisted of four factors, such as store layouts, promotion/signs, merchandise assortment, and visual ambient. The VR store atmospheric factors had positive effects on entertainment, escapism, educational and esthetic experiences, which was only significant in the high level of immersions. The entertainment and esthetic factors had significant effects on approach behavior. Also, the effect of VR store atmosphere on approach behavior was fully mediated by the entertainment and esthetic experience. This study discusses the theoretical and practical implications for developing strategic retail management in the VR store environment.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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