A Merchant Virtual Universe as an innovative retail setting: a dynamic perspective on the immersion process

The merchant virtual universe (MVU), which hyperrealistically reproduces the environment of a real shopping mall, is proving to be an innovative retail setting. It offers a competitive advantage by providing a satisfying and compelling online experience. This work examines immersion processes in an MVU and studies their evolution over time. The researchers collected qualitative and quantitative data from users throughout successive visits to a 3D virtual shopping mall. The data highlight the special role of perceived realism and sense of presence in allowing users to become immersed. The results confirm the links among realism, presence, and immersion, as well as their influence on satisfaction. They further illustrate the process as time passes: Realism is the strongest factor of immersion at the beginning of the experience but over time is replaced by presence. This work confirms that MVU designers must consider the importance of realism to the virtual environment

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