RT Generic
T1 Data_VR_Customer_Behaviour
A1 Bermúdez-González, Guillermo José
A1 Santiago-Méndez, Gloria
A1 Barranco Merino, Robi
A1 Villanueva-Martín, Antonio
K1 Comercio electrónico
K1 Consumidores - Conducta
K1 Comercio al por menor - Marketing
AB This study analyses the influence of spatial presence and copresence on consumers' emotional andbehavioural responses in a virtual retail environment. An experiment was carried out in which 306 coffeeconsumers viewed a 360° virtual reality video of a Nespresso boutique. Spatial presence, copresence,emotions (affective destination image) and behavioural intentions (visit and purchase) were measuredthrough a questionnaire. The results, analysed using PLS-SEM, showed that: spatial presence andcopresence positively predicted positive emotions, which in turn determined behavioural intentions;copresence increased spatial presence and both dimensions were indirectly related to consumerintentions; and that, of all the control variables, gender was the only one to moderate the model´srelationships, particularly the relationships between the sense of presence dimensions and affectiveresponses. The research contributes to the literature on sense of presence and customer experience byproviding empirical evidence in a retail marketing context. It also provides useful information forphysical and virtual environment designers about the influence of environmental factors on consumers´perceptions and behaviours.
PB Universidad de Málaga
YR 2024
FD 2024-10-18
LK https://hdl.handle.net/10630/34820
UL https://hdl.handle.net/10630/34820
LA eng
NO GRUPO DE INVESTIGACIÓN SEJ-314 JUNTA DE ANDALUCÍA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026