3D Servicescape Model: Atmospheric Qualities of Virtual Reality Retailing

The purpose of this paper is to provide a 3D servicescape conceptual model which explores the potential effect of 3D virtual reality retail stores' environment on shoppers' behaviour. Extensive review of literature within two different domains, namely: servicescape models, and retail atmospherics, was carried out in order to propose a conceptual model. Further, eight detailed interviews were conducted to confirm the stimulus dimension of the conceptual model. A 3D servicescape conceptual model is offered on the basis of stimulus-organism-dimension, which proposes that a 3D virtual reality retail (VRR) store environment consists of physical, social, socially symbolic and natural dimensions. These dimensions are proposed to affect shoppers' behaviour through the mediating variables of emotions (pleasure and arousal). An interrelationship between pleasure and arousal, as mediating variables, is also proposed. This research opens a number of new avenues for further research through the proposed model of shoppers' behaviour in a VRR store environment. Further, a systematic taxonomy development of VRR store environment is attempted through this proposed model that may prove to be an important step in theory building. A comprehensive 3D service scape model along with a large number of propositions is made to define a 3D VRR store environment.

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