Effects of virtual stores' opaque exterior on store perceptions and purchase intentions

Abstract

Purpose A series of research has focused on how virtual reality (VR) technology itself influences consumers' perceptions and attitudes. However, little is known about consumers' unique perceptions and behaviours that can be generated by the specific factors of the virtual stores that they visit. Therefore, the authors examine how the specific aspects of the virtual stores that consumers see on screens - namely, the opacity of virtual stores' exterior design can impact consumer perceptions and behaviours. Design/methodology/approach Across three studies, the authors employed 3D modelling software (Rhino 6 and Unity) and 3D architectural visualisation software (Twinmotion) to create 360 degrees VR videos for the manipulation of the virtual store exterior design. The authors performed ANOVA and regression analyses with three studies, a total of 858 responses. Findings Results showed that virtual stores' opaque exterior design can promote product preferences, and this link is serially mediated by store prestige perceptions and product quality perceptions. In addition, this effect is particularly prominent among those with higher involvement in design elements. Originality/value By suggesting important design variables to virtual stores, it advances the emerging literature on VR. Furthermore, to our knowledge, this research is the first to highlight the importance of exterior opacity of a virtual store, and it deepens our understanding of how the opaque exterior of virtual stores influences store perceptions and consumer behaviours.