The effect of touch simulation in virtual reality shopping

Fashion and Textiles - Tập 9 - Trang 1-22 - 2022
Ha Kyung Lee1, Namhee Yoon2, Dooyoung Choi3
1Department of Clothing and Textiles, Chungnam National University, Daejeon, Republic of Korea
2Human Ecology Research Center, Korea University, Seoul, Republic of Korea
3Department of STEM Education and Professional Studies, Old Dominion University, Norfolk, USA

Tóm tắt

This study aims to explore the effect of touch simulation on virtual reality (VR) store satisfaction mediated by VR shopping self-efficacy and VR shopping pleasure. The moderation effects of the autotelic and instrumental need for touch between touch simulation and VR store satisfaction are also explored. Participants wear a head-mounted display VR device (Oculus Go) in a controlled laboratory environment, and their VR store experience is recorded as data. All participants’ responses (n = 58) are analyzed using SPSS 20.0 for descriptive statistics, reliability analysis, exploratory factor analysis, and the Process macro model analysis. The results show that touch simulation positively influences VR store satisfaction, which is mediated by the self-efficacy and by the dual path of the self-efficacy and the pleasure. Furthermore, the relation between touch simulation and pleasure is moderated by need for touch. For individuals with a high level of autotelic need for touch, the effect of touch simulation on the pleasure is heightened. However, instrumental need for touch does not moderate the path of touch simulation on the self-efficacy.

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Fashion and Textiles

Tập 9

1-22

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