2026-06-02T08:41:50Zhttps://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 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. 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 http://creativecommons.org/licenses/by-nc-sa/4.0/ open access Atribución-NoComercial-CompartirIgual 4.0 Internacional Mayo-junio 2023 Universidad de Málaga