Merchandising/Marketing/Retailing: Management

Enhancing Store Experience for Small to Medium Enterprises through Virtual Reality

  • Byoungho Ellie Jin (North Carolina State University)
  • Gwia Kim (North Carolina State University)
  • Marguerite Moore (North Carolina State University, USA)
  • Lori Rothenberg (North Carolina State University)


The purpose of the study is to develop a conceptual model that describes how virtual reality (VR) can enhance consumers' store awareness and store visit intention among small businesses. Based on Stimuli-Organism-Response (SOR) model and schema theory, the paper suggests that consumers' schema affects their ability to recall information about stores. Enjoyment through VR experience (O) is triggered in varying degrees by the level of store familiarity (S), so consumers' visit intention (R1) and store awareness (R2) can differ. By incorporation three moderators, factors influencing the effectiveness of VR use for retailers are identified. The conceptual model recommends that consumers' hedonic value and curiosity positively moderate the relationship between store familiarity and enjoyment, but VR discomfort negatively moderates the relationship. The study concludes with the discussion of theoretical and practical implications for the application of VR among less familiar retailers. 

Keywords: Brand experience, Small to medium enterprises

How to Cite:

Jin, B. E. & Kim, G. & Moore, M. & Rothenberg, L., (2019) “Enhancing Store Experience for Small to Medium Enterprises through Virtual Reality”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

Download PDF
View PDF



Published on
15 Dec 2019