Virtual reality retailing store atmosphere configuration: initial results, research challenges and business opportunities

Abstract

With the tremendous growth of the ?nternet in the mid 90’s, led consumers to a massive participation in this new retailing channel (Hoffman et al. 1995, Ricciuti 1995). Many research studies have predicted that Internet would be an integral part of customer communications for the following years. In that context, Electronic Store Atmosphere (ESA) is an important factor affecting consumers’ shopping behaviour in the new era of multichannel retailing. While, however, there has been a considerable amount of research focusing on store atmosphere in conventional and web retailing, corresponding research in other electronic channels is generally lacking. This exploratory study aims to investigate the applicability and customization capabilities of Virtual Reality Retailing Store Atmosphere (VRRSA) determinants as well as to address the profile, attitudes and shopping characteristics of Virtual Reality Environments’ (VREs) visitors. In addition, it attempts to justify the need for adopting interdisciplinary research initiatives when studying store atmosphere effects in the context of Virtual Reality Retailing (VRR). The study sets the research agenda and provides theoretical and managerial implications