Qualitative Study on Multi-Dimensional Consumer Mental Imagery in Virtual Reality Shopping Environments

This study performed a qualitative exploration of consumer mental imagery evoked during VR shopping experience. The research objective was to categorize characteristics of mental imagery processing and to identify multidimensional and conceptual structure of mental imagery in the VR store environment. In this study, an immersive VR apparel store was selected as a stimulus, representing an actual store and allowing interaction with users through head-mounted display devices. For focus group interviews (FGIs), panels were invited to experience the VR store and participate in interviews. A total of 16 university students in their 20s who voluntarily agreed to participate were divided into two groups for VR experience and interviews. Results of qualitative data analysis revealed various excerpts relevant to mental imagery processing, which frequently mentioned mental images in aspects of store space, the product, and the self during VR shopping. The consumer mental imagery was categorized into five dimensions (elaboration, vividness, ease, haptic, and spatial imagery) through interpretation and generalization of contents. This study supports the theory of mental imagery processes in the context of VR shopping. Findings of this study provide insights into consumer behavior and practical implications for digital marketing management in VR retail environments.