Data_VR_Customer_Behaviour

Abstract

This study analyses the influence of spatial presence and copresence on consumers' emotional and behavioural responses in a virtual retail environment. An experiment was carried out in which 306 coffee consumers viewed a 360° virtual reality video of a Nespresso boutique. Spatial presence, copresence, emotions (affective destination image) and behavioural intentions (visit and purchase) were measured through a questionnaire. The results, analysed using PLS-SEM, showed that: spatial presence and copresence positively predicted positive emotions, which in turn determined behavioural intentions; copresence increased spatial presence and both dimensions were indirectly related to consumer intentions; and that, of all the control variables, gender was the only one to moderate the model´s relationships, particularly the relationships between the sense of presence dimensions and affective responses. The research contributes to the literature on sense of presence and customer experience by providing empirical evidence in a retail marketing context. It also provides useful information for physical and virtual environment designers about the influence of environmental factors on consumers´ perceptions and behaviours.