3D Servicescape Model: Atmospheric Qualities of Virtual Reality Retailing

Abstract

Abstract-The purpose of this paper is to provide a 3D servicescape conceptual model which explores the potential effect of 3D virtual reality retail stores' environment on shoppers' behaviour. Extensive review of literature within two different domains, namely: servicescape models, and retail atmospherics, was carried out in order to propose a conceptual model. Further, eight detailed interviews were conducted to confirm the stimulus dimension of the conceptual model. A 3D servicescape conceptual model is offered on the basis of stimulus-organism-dimension, which proposes that a 3D virtual reality retail (VRR) store environment consists of physical, social, socially symbolic and natural dimensions. These dimensions are proposed to affect shoppers' behaviour through the mediating variables of emotions (pleasure and arousal). An interrelationship between pleasure and arousal, as mediating variables, is also proposed. This research opens a number of new avenues for further research through the proposed model of shoppers' behaviour in a VRR store environment. Further, a systematic taxonomy development of VRR store environment is attempted through this proposed model that may prove to be an important step in theory building. A comprehensive 3D service scape model along with a large number of propositions is made to define a 3D VRR store environment.

How to design fashion retail's virtual reality platforms

“…Because of consumers' diverse demands, the interface of v-commerce can offer different modes to satisfy both hedonic and utilitarian consumers from personalised entertainment functions. Such functions may include social interaction, adventure shopping experience, background music and lighting (Munir et al , 2016). This can build the consumer's trust in v-commerce (Chesney et al , 2017).…”

Understanding the use of Virtual Reality in Marketing: A text mining-based review

“…Thus, VR technology can contribute to promoting brand/firms acting as advertising, simulating the product/package, testing products (e.g., virtual car test drive) and collaborating in the process of developing new products. Connected to these themes we find the topics of communication and social media (e.g., Huhn et al, 2011), manufacturing and new product developmentparticularly in the process of launching the new product (e.g., Choi, Jo, Lee & Do Noh, 2010) or VR applications (e.g., Dad et al, 2016). In sum, all marketing communication that allows consumers to visualize products through VR and related technologies contributes to a more vivid representation of the advertising, enriching consumers' imagination and eliciting more positive attitudes.…”

“…Virtual reality has been a technique employed by practitioners and academics to plan, develop and communicate new and existent products (e.g., goods, services, places, destinations, packages) or brands (Mujber et al, 2005;Guttentag, 2010;Cheng & Wang, 2011;Shen & Khalifa, 2012;Bae & Leem, 2014;Dad et al, 2016;Ketelaar et al, 2017).…”

“…We find this same idea of relationship and exchange at the core of the definition of marketing provided by AMA (2013). Thus, marketing models studying how brands control the marketing-mix elements (e.g., attributes of product/service, price, sales force, information and convenience) and how they affect consumer satisfaction and loyalty have received great attention in the marketing literature (e.g., Bitner, 1992;Baker et al 2002;Dorotic, Bijmolt & Verhoef, 2012;Roschket al, 2017) in general and in studies integrating VR technology in the marketing context (e.g., Li & Meshkova, 2013;Dad et al, 2016;van Herpen et al, 2016;Bigné et al, 2016;Van Kerrebroeck et al, 2017).…”

“…features and security and privacy are the most important store selection factors in virtual environments and that sales in virtual worlds are predicted by the frequency of visiting and the time spent within such stores Dad, Davies and Rehman (2016). propose a framework to explore the effect of 3D virtual reality retail stores' environment cues (physical, social, socially symbolic and natural dimensions) on shoppers' behaviour.…”