New experience of virtual reality shopping: mediating effect of time distortion

Abstract

In the era of the Fourth Industrial Revolution, the application of ICT technology has brought many changes in society. In particular, the paradigm shift of consumer shopping, which customers experience through the incorporation of new technologies in the shopping environment, is also bring a big change of shopping behavior. In this study, we implemented a virtual reality shopping environment, a form of new distribution channel, and then attempted to find out the user’s time distortion and enjoyment as well as the future intention of using VR by allowing the respondents to experience the VR shopping. In addition, this study examines the mediation role of time distortion between telepresence and interactivity, and enjoyment. Managerial implications and limitations of the results of this study are also discussed.