Merchandising/Marketing/Retailing: Management

Is Virtual Store Experience an Actual Store Experience?: The Role of Telepresence

  • Gwia Kim (North Carolina State University)
  • Byoungho Ellie Jin (North Carolina State University)


The purpose of this study is to explore whether virtual reality (VR)-driven telepresence leads consumers to a store experience and whether such an experience generates a desire to physically visit the store. We conducted experiments using VR store videos developed by authors from a local fashion boutique. 106 student samples visited university VR facilities and explored the VR store video stimuli using VR headsets. They moved around the store while experiencing eight one-minute VR videos presenting different parts of the store. The results confirmed that VR telepresence can lead to experiential responses and consequently, the willingness to visit the actual store. Text analytics were further conducted to assess respondents’ opinions about the VR experience. Sentiment analysis revealed 82.30% positive and 17.70% negative words. Semantic network analysis discovered several pairs of representative positive topic words. Using VR, the findings indicate that VR can induce customer visits and boost store experience.

Keywords: semantic network analysis, sentiment analysis, telepresence, store experience, virtual reality

How to Cite:

Kim, G. & Jin, B. E., (2020) “Is Virtual Store Experience an Actual Store Experience?: The Role of Telepresence”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi:



Published on
28 Dec 2020
Peer Reviewed