Consumer Reactions in a Realistic Virtual Shop: Influence on Buying Style

The author examines the impacts of immersion in a virtual shop and its impact on consumer behaviour. Intuitively, consumers should prefer a immersive virtual shop because of its aestheticism and more realistic and natural look.
  

Consumer Reactions in a Realistic Virtual Shop : Influence on Buying Style

Anne-Ccile Jeandrain IAG School of Management, Catholic University of Louvain, Belgium

INTRODUCTION

Today the world is facing a new and revolutionary manner in which people shop through Interactive Home Shopping (I.H.S.). The term interactivity captures the quality of two-way communication between two parties, person as well as machine (Hoffman and Novak 1996). On the one hand, the shopper could have some control to modify environment content, have the freedom to navigate through the virtual shop, etc. (person-machine interactivity). On the other hand, the shopper...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands