The Effect of 3 Dimensional Virtual Reality Retail (VRR) Store Ambiance on Avatar’s Emotions and Behaviour: A Mediation Analysis

This study carefully employs a One-Group Pre and Post Test approach of Quasi experimental research design to investigate the effect of ambiance (specifically colours) on avatars’ emotions and behaviours in 3 dimensional (3D) Virtual Reality Retail (VRR) stores. In order to conduct an analysis of the data collected from Second Life (SL), a highly advanced 3D Virtual World, this study employed the PROCESS tool. The research provides empirical evidence supporting the significance of colours as a prominent environmental cue in three-dimensional virtual reality retail stores. This study examines the influence of colours on the emotional states and behaviours of avatars. It specifically focuses on the significant impact of colours on approach/avoidance behavioural intentions, which is mediated by arousal and pleasure. It provides a significant contribution to the current body of literature on retail atmospherics by enhancing comprehension of 3D virtual reality retail environments and the significance of colour schemes. It is important to mention that the impact of arousal in isolation was determined to be statistically not significant. The present study offers interesting insights; however, it is important to acknowledge certain limitations. These limitations include the narrow focus on a certain type of specialised 3D VRR store, and the constraints imposed by a very small sample size. Future research within this subject should aim to address these limitations.