An Exploratory Study of Shopper Perception and Shopping Duration in a Virtual Reality (VR) Store

Virtual reality (VR) technology becomes more and more accessible. VR provides an excellent opportunity for retailers to test stores very easily. This exploratory study investigated the effects of different VR storefronts on consumers\u27 perception of mystery, their attitude, and actual behavior. Four VR store models were created and tested effects of perception of environmental mystery from the storefront on shoppers\u27 curiosity, arousal, pleasure, attitude, purchase intention, and time spent in the store. The results are mostly consistent with the hypotheses