How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness

Abstract

The recent rise of consumer virtual reality (VR) hardware raises important questions in the field of online marketing: what makes 3D VR more informative and playful than conventional 2D media such as a still image and a video, and how it affects the online purchase decision-making process. In this study, we mainly focus on three interface features—interactivity, visual–spatial cues, and graphics quality. We explore how each of these three interface features enhances playfulness and informativeness of shopping interface and further influences subsequent product evaluation and purchase intention. The results of the study provide two meaningful insights. First, interactivity and visual–spatial cues significantly enhance perceived informativeness and playfulness; however, the role of graphics quality was found to be more critical for 2D displays than for 3D VR environment. Second, informativeness and playfulness influence the purchase decision-making process in distinct ways. More specifically, a playful interface may enhance consumers’ preference for hedonic product benefits (e.g., a stylish and attractive design), whereas informativeness is a more important explanatory variable for subsequent purchase intentions. We discuss the theoretical contribution and managerial insights the research provides for online retailers and designers.

Intention to buy, interactive marketing, and online purchase decisions

“…Furthermore, some activities, such as OOTD, also encourage consumers to make purchase decisions from this online store. These results support Kang et al (2020) who find that playfulness as an example of interactive marketing also likely affects purchase decisions through its uniqueness. The findings are also in line with Petit et al (2019) who observe that online interaction engagement motivates individuals to purchase.…”

“…In this respect, interactive marketing offers a novel way to build trust and relationships with consumers. Referring to previous results that highlight the impact of interactive marketing on purchase decisions in offline transactions (Kang et al, 2020;Nizam & Jaafar, 2018;Stone & Woodcock, 2014), this study seeks to investigate whether the impact also applies in online purchase decisions.…”

“…While the second hypothesis predicts the effect of intention to buy on purchase decisions, several studies find the association between interactive marketing and purchase decisions (Kang et al, 2020;Nizam & Jaafar, 2018;Stone & Woodcock, 2014). It can then be predicted that the interactive marketing variable likely strengthens the buying intention stage in purchase decisions because interactive marketing seeks to create better bonding with consumers by delivering personalized experiences (such as events and live chat).…”

“…Interactive marketing programs of online shops will likely motivate consumers who initially only show interest in buying to make purchase decisions. Based on previous literature on the role of interactive marketing in strengthening consumers' purchase decisions (Kang et al, 2020;Nizam & Jaafar, 2018;Stone & Woodcock, 2014) and connections with brands and products (Adetunji et al, 2018;Buettner, 2020), interactive marketing can also act as a moderating variable. Based on these arguments, this study proposes the following hypothesis: H4: Interactive marketing moderates the effect of intention to buy on online purchase decisions.…”

“…Furthermore, interactivity through informativeness and playfulness also likely affects purchase decisions in distinct ways (Kang et al, 2020). More specifically, interactions with consumers in the digital business platforms that offer some associated activities can boost their loyalties (Rangaswamy et al, 2020).…”