2026-06-08T18:19:17Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/348202026-02-03T11:37:11Zcom_10630_2254col_10630_20092

Data_VR_Customer_Behaviour Bermúdez-González, Guillermo José Santiago-Méndez, Gloria Barranco Merino, Robi Villanueva-Martín, Antonio Comercio electrónico Consumidores - Conducta Comercio al por menor - Marketing Virtual reality Virtual environment Sense of presence Customer behaviour Retail marketing Purchase intention 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. GRUPO DE INVESTIGACIÓN SEJ-314 JUNTA DE ANDALUCÍA 2024-10-18T11:48:58Z 2024-10-18T11:48:58Z 2024-10-18 dataset https://hdl.handle.net/10630/34820 10.24310/riuma.34820 eng Atribución-NoComercial-CompartirIgual 4.0 Internacional http://creativecommons.org/licenses/by-nc-sa/4.0/ open access text/plain application/octet-stream Mayo-junio 2023 Universidad de Málaga