{"title":"Mental Imagery, Product Involvement and Presence at Virtual Reality Supermarket","authors":"S. Loureiro, C. Correia, J. Guerreiro","doi":"10.1177/09732586221086655","DOIUrl":null,"url":null,"abstract":"Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer’s emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"18 1","pages":"79 - 92"},"PeriodicalIF":1.5000,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586221086655","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 2
Abstract
Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer’s emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.
期刊介绍：
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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