Effects of VR Store Atmosphere on Consumer Experience and Approach Behavior in the Fashion Shopping Context

This study aimed to identify the underlying dimensions of VR store atmosphere and examine its effect on consumer experience and approach behavior in the context of fashion shopping. A fashion VR store was selected for VR shopping experience with using HMD. Participants completed a self-administered questionnaire regarding VR store atmosphere, consumer experience, approach behavior and immersion after finishing the VR shopping experience. A total of 101 usable data were obtained from the university students aged 20 to 27 years. Results showed the following: the VR store atmosphere consisted of four factors, such as store layouts, promotion/signs, merchandise assortment, and visual ambient. The VR store atmospheric factors had positive effects on entertainment, escapism, educational and esthetic experiences, which was only significant in the high level of immersions. The entertainment and esthetic factors had significant effects on approach behavior. Also, the effect of VR store atmosphere on approach behavior was fully mediated by the entertainment and esthetic experience. This study discusses the theoretical and practical implications for developing strategic retail management in the VR store environment.