Document Type
Article
Publication Date
2022
DOI
10.1186/s40691-022-00312-w
Publication Title
Fashion and Textiles
Volume
9
Issue
1
Pages
34 (1-22)
Abstract
This study aims to explore the effect of touch simulation on virtual reality (VR) store satisfaction mediated by VR shopping self-efficacy and VR shopping pleasure. The moderation effects of the autotelic and instrumental need for touch between touch simulation and VR store satisfaction are also explored. Participants wear a head-mounted display VR device (Oculus Go) in a controlled laboratory environment, and their VR store experience is recorded as data. All participants’ responses (n = 58) are analyzed using SPSS 20.0 for descriptive statistics, reliability analysis, exploratory factor analysis, and the Process macro model analysis. The results show that touch simulation positively influences VR store satisfaction, which is mediated by the self-efficacy and by the dual path of the self-efficacy and the pleasure. Furthermore, the relation between touch simulation and pleasure is moderated by need for touch. For individuals with a high level of autotelic need for touch, the effect of touch simulation on the pleasure is heightened. However, instrumental need for touch does not moderate the path of touch simulation on the self-efficacy.
Original Publication Citation
Lee, H. K., Yoon, N., & Choi, D. (2022). The effect of touch simulation in virtual reality shopping. Fashion and Textiles, 9(1), Article 34,1-22. https://doi.org/10.1186/s40691-022-00312-w
Repository Citation
Lee, Ha Kyung; Yoon, Namhee; and Choi, Dooyoung, "The Effect of Touch Simulation in Virtual Reality Shopping" (2022). STEMPS Faculty Publications. 218.
https://digitalcommons.odu.edu/stemps_fac_pubs/218
Included in
E-Commerce Commons, Fashion Business Commons, Graphics and Human Computer Interfaces Commons
Comments
This article is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder.