Merchandising/Marketing/Retailing: Management

Tell Me Your TMI (Technology, Merchandise, and Information) in Virtual Reality

Authors: Jeongah Shin (The University of Georgia) , Jewon Lyu (University of Georgia) , Yoo-Kyoung Seock (The University of Georgia)

Abstract

Virtual reality (VR), which is described as 'consumer-facing technology,' is growing as an alternative shopping channel. VR is expected to provide consumers with a realistic and appealing shopping experience by combining the benefits of on- and offline stores. With the enormous possibilities of VR technology, an increasing number of recent studies have identified the key factors that impact the consumer's VR shopping experience. There is yet a dearth of studies that investigate how the VR experience affects consumers' purchase intention. To gain a better understanding of factors that may lead to consumers' purchase intention via VR shopping experience, we explore the role of product involvement and product information.

Keywords: Product involvement, Purchase Intention, Consumer Behavior, Virtual Reality, Advanced Technology

How to Cite: Shin, J. , Lyu, J. & Seock, Y. (2022) “Tell Me Your TMI (Technology, Merchandise, and Information) in Virtual Reality”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.12053