Acceptance of VR Shopping: Examining the Role of Technological Characteristics and Consumer Fashion Involvement

The present study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on consumer’s intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The subjects of the present study were asked to experience a commercially available fashion-brand VR store through a computer monitor and their responses were measured. The results revealed the effects of the technological characteristics of the VR store on consumer beliefs. The higher the perceived vividness of the VR store, the greater the perception that it is easy to use and playful. A higher level of perceived interactivity meant a higher degree of perceived usefulness, ease of use, and playfulness. The results also showed that consumer fashion involvement had a significant impact on perceived playfulness but not on perceived usefulness and ease of use. In addition, a higher degree of perceived ease of use translated into a higher level of perceived usefulness. Regarding the effect of consumer beliefs on usage intention, the more the VR store was perceived as being useful and the greater the playfulness derived from the experience, the higher the consumer intention to adopt the shopping platform. However, the perceived ease of use had a significantly negative impact on consumer usage intention. This shows that, even if VR stores are perceived as easy to use, a lack of perceived benefits, such as usefulness or playfulness, will negate their positive impact on consumer usage intention

The Effects of Visual Complexity in a Fashion Store Environment on Consumer Emotions and Approach Behavior

This study investigated the consumers\u27 affective response to the visual complexity of a fashion retail environment both self-report and psychophysiological measures. We developed two types of virtual fashion stores with different levels of visual complexity, which were manipulated using decorative patterns and type of layout (grid vs. free form). The results showed that the fashion store\u27s visual complexity was related to increases in arousal, but visual complexity has no main effect on pleasure. However, the moderating role of fashion involvement suggests that consumers with high fashion involvement exhibited more pleasure in a visually complex store than in a simple store. Additional analysis confirmed the moderated mediation effect of pleasure and mediation effect of arousal on relationships between stores\u27 visual complexity and store attractiveness. The research findings obtained through the psychophysiological measures enrich existing literature on visual complexity and provide theoretical and managerial implications

Analyzing visual behavior of consumers in a virtual reality fashion store using eye tracking

Abstract This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation

How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value

Abstract This study explores the roles of vividness and interactivity—two technological dimensions of virtual reality mediums—for consumers’ approach intention toward immersive virtual reality stores. In addition to telepresence, a well-established variable in explaining the effectiveness of virtual mediums, this study proposes experiential value as the second mediator that can lead to successful consumer experiences in commercial virtual environments. We recruited 101 volunteers who were willing to experience a virtual reality store with head-mounted displays. The results show that participants who perceive higher vividness and interactivity of an immersive virtual reality store tend to show stronger approach intentions, and that such positive influences are serially mediated by perceived telepresence and experiential shopping value. In multiple-step mediation analysis, the perceived experiential shopping value is found to be the key determinant in evoking consumers’ approach intention. The study concludes that virtual reality stores should be built in a way that provides experiential value by utilizing strong telepresence to achieve positive consumers’ approach intention. Suggestions for further research and practical applications are also discussed

Acceptance of VR Shopping: Examining the Role of Technological Characteristics and Consumer Fashion Involvement

The present study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on consumer’s intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The subjects of the present study were asked to experience a commercially available fashion-brand VR store through a computer monitor and their responses were measured. The results revealed the effects of the technological characteristics of the VR store on consumer beliefs. The higher the perceived vividness of the VR store, the greater the perception that it is easy to use and playful. A higher level of perceived interactivity meant a higher degree of perceived usefulness, ease of use, and playfulness. The results also showed that consumer fashion involvement had a significant impact on perceived playfulness but not on perceived usefulness and ease of use. In addition, a higher degree of perceived ease of use translated into a higher level of perceived usefulness. Regarding the effect of consumer beliefs on usage intention, the more the VR store was perceived as being useful and the greater the playfulness derived from the experience, the higher the consumer intention to adopt the shopping platform. However, the perceived ease of use had a significantly negative impact on consumer usage intention. This shows that, even if VR stores are perceived as easy to use, a lack of perceived benefits, such as usefulness or playfulness, will negate their positive impact on consumer usage intention.</p

The Effects of Visual Complexity in a Fashion Store Environment on Consumer Emotions and Approach Behavior

This study investigated the consumers' affective response to the visual complexity of a fashion retail environment both self-report and psychophysiological measures. We developed two types of virtual fashion stores with different levels of visual complexity, which were manipulated using decorative patterns and type of layout (grid vs. free form). The results showed that the fashion store's visual complexity was related to increases in arousal, but visual complexity has no main effect on pleasure. However, the moderating role of fashion involvement suggests that consumers with high fashion involvement exhibited more pleasure in a visually complex store than in a simple store. Additional analysis confirmed the moderated mediation effect of pleasure and mediation effect of arousal on relationships between stores' visual complexity and store attractiveness. The research findings obtained through the psychophysiological measures enrich existing literature on visual complexity and provide theoretical and managerial implications.</p

Osseointegration of Plasma Jet Treated Titanium Implant Surface in an Animal Model

Osseointegration of titanium implant is important for the success of both dental and medical implants. Previous studies have attempted to improve osseointegration by considering the use of plasma jet technology, where information with animal models and parameters related to osseointegration is still lacking. Therefore, this study investigated the effects of non-thermal atmospheric pressure plasma jet (NTAPPJ) treatment on titanium implants in terms of osseointegration in mongrel dogs. A total of 41 implants; 21 NTAPPJ treated and 20 control, were placed in the maxilla and mandible of six mongrel dogs for either 4 or 8 weeks. The bone volume (BV) and bone-to-implant contact (BIC) ratio were determined by region of interest (ROI). Statistical analysis was performed with the Wilcoxon rank-sum test. The NTAPPJ group at 4 weeks showed higher numbers in both BV and BIC (p &lt; 0.05) compared to the control group. However, at 8 weeks there were less significant differences between the control or experimental group as the control group had caught up with the experimental group. Hence, NTAPPJ may be an effective treatment for the initial healing period which is critical to ensure reliable long-term predictability. The BV and BIC have been clinically proven to accelerate in the initial stages with the use of NTAPPJ to aid in the healing and initial stability of implants

Additional file 1 of Development of a multidisciplinary medication management program in nursing homes: protocol for a randomized controlled trial

Supplementary Material 1