가상현실(VR) 패션 스토어 환경에서의 소비자 휴리스틱 정보처리과정의 구조모델

Abstract

Background/Objectives: This study aims to estimate the structural model of consumer heuristic information processing in the context of virtual reality(VR) fashion store. Specific objectives are to identify underlying dimensions of mental imagery, to examine the effect of mental imagery on telepresence, and to predict consumer choice heuristic for purchasing fashion products in the VR store environment
 Methods: The VR store of fashion brand X was selected as a stimulus in the VR experiment. A self-administered questionnaire was developed to measure mental imagery, telepresence and choice heuristics. By online survey, a total of 319 usable responses was obtained from consumers (female=169, males=150) who were aged from 20 to 39 years old.
 Results: The mental imagery was consisted of three factors, such as elaboration, haptic imagery, and spatial imagery. Estimated structural model showed that the elaboration and spatial imagery had positive effects on telepresence. Also, the telepresence influenced choice heuristics(e.g., intuition based heuristic and experience based heuristic), suggesting the mediating effect of telepresence between mental imagery and choice heuristics for fashion products at the VR store.
 Conclusion/Implications: This study provides insights into understanding mechanism of information processing in the VR experience. Also, managerial implications were discussed for applications of VR technology into strategic retail management in the fashion markets.