Abstract
Background/Objectives: This study investigated the factors that drive the dual shopping values of consumers in virtual reality (VR) fashion store environments, focusing on the role of haptic mental imagery as a mental simulation. It examined how perceived interactivity can enhance haptic mental imagery and increase the vividness of overall mental images, ultimately leading to an increased evaluation of utilitarian and hedonic shopping values. Methods: A professional research company recruited 330 participants in their 20s and 30s. Participants experienced a VR fashion store to browse items they were interested in purchasing, after which they responded to questionnaires online. A total of 319 responses were used for further analysis. Structural equation modeling (SEM) with AMOS 23.0 was employed to test the hypotheses and multi-group comparisons. Results: Interactivity increased the participants’ haptic mental imagery and the vividness of their overall mental images. Haptic mental imagery helped enhance perceived imagery vividness. Both imagery-related variables had positive effects on the two shopping values. Differences in shopping orientation and gender were also observed in the relations among variables. Conclusion/Implications: This research provides insights into the impact of interactivity and the role of haptic mental imagery and vivid imagery in shaping VR store consumers’ shopping values.
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