Futuristic VR image presentation technique for better mobile commerce effectiveness

Previous studies show that VR images can influence consumers’ attitudes and behaviors by evoking imagination. In this study, we introduce a reality-based closed-loop 3D image (hereafter Virtualgraph). Then, we try to see whether such image would increase evocativeness in a mobile commerce environment and whether higher telepresence of the visual image of a product can increase the purchase intention of that product. In order to find the above, we developed a model comprised of constructs containing telepresence, perceived value price, perceived food quality, and vividness of visual imagery questionnaire (VVIQ). We used Virtualgraph application to conduct an experiment and then conducted an interview as well as a survey. As results of the experiment, survey, and interview, we found the followings. First, users evoke imagination better with Virtualgraph than with still images. Second, increased evocativeness affects purchase intention if the perceived quality of fresh food product is satisfactory. Third, increased evocativeness makes users value products higher and do even much higher when the perceived quality of fresh food product is good. From the interview, we could find that the experimental group had higher purchase intentions and perceived products as more expensive ones. Also, they perceived images of products clearer and more vivid than did the control group. We also discuss the strategic implications of using Virtualgraph in mobile shopping malls.

[1]  Jane Giedt,et al.  Guided Imagery , 1997, Journal of holistic nursing : official journal of the American Holistic Nurses' Association.

[2]  Matthew Lombard,et al.  At the Heart of It All: The Concept of Presence , 2006 .

[3]  T. S. Robertson,et al.  Innovative behavior and communication , 1972 .

[4]  Robert W. Zmud,et al.  The Use of Mental Imagery to Facilitate Information Identification in Requirements Analysis , 1993, J. Manag. Inf. Syst..

[5]  George S. Day,et al.  Market Driven Strategy: Processes for Creating Value , 1990 .

[6]  Lothar Mühlbach,et al.  Communicative Presence in Videocommunications , 1993 .

[7]  Kim Willems,et al.  Can’t touch this: the impact of augmented reality versus touch and non-touch interfaces on perceived ownership , 2018, Virtual Reality.

[8]  Tibert Verhagen,et al.  Understanding users' motivations to engage in virtual worlds: A multipurpose model and empirical testing , 2012, Comput. Hum. Behav..

[9]  Vicki L. Plano Clark,et al.  Best practices in mixed methods for quality of life research , 2012, Quality of Life Research.

[10]  T. Hatakeyama,et al.  Adults and Children with High Imagery Show More Pronounced Perceptual Priming Effect , 1997, Perceptual and motor skills.

[11]  Henry W. Brosin,et al.  Communication, Language, and Meaning: Psychological Perspectives , 1975 .

[12]  Daniel R. Fesenmaier,et al.  Pictorial element of destination in image formation , 1997 .

[13]  Jennifer J Nicol.  Creating Vocative Texts. , 2008 .

[14]  Individual differences in reported visual imagery and memory performance. , 1979, British journal of psychology.

[15]  Edmanuel Cruz,et al.  An augmented reality application for improving shopping experience in large retail stores , 2018, Virtual Reality.

[16]  M. Stumvoll,et al.  Brain Activity in Hunger and Satiety: An Exploratory Visually Stimulated fMRI Study , 2008, Obesity.

[17]  Chaoyun Liang,et al.  In search of an index of imagination for virtual experience designers , 2013 .

[18]  S ValacichJoseph,et al.  What signal are you sending? how website quality influences perceptions of product quality and purchase intentions , 2011 .

[19]  Po-Hung Lin,et al.  Evaluating the user interface and experience of VR in the electronic commerce environment: a hybrid approach , 2019, Virtual Reality.

[20]  B. Wansink,et al.  At the movies: how external cues and perceived taste impact consumption volume , 2001 .

[21]  Robert B. Cialdini,et al.  Fluency of consumption imagery and the backfire effects of imagery appeals , 2005 .

[22]  Lisa R. Klein.  Creating virtual product experiences: The role of telepresence , 2003 .

[23]  W. K. Simmons,et al.  Pictures of appetizing foods activate gustatory cortices for taste and reward. , 2005, Cerebral cortex.

[24]  P. Bone,et al.  The Generation and Consequences of Communication-evoked Imagery , 1992 .

[25]  John W. Creswell,et al.  Designing and Conducting Mixed Methods Research , 2006 .

[26]  R. Malach,et al.  Negative BOLD Differentiates Visual Imagery and Perception , 2005, Neuron.

[27]  Michail N. Giannakos,et al.  Shopping and Word-of-Mouth Intentions on Social Media , 2013, J. Theor. Appl. Electron. Commer. Res..

[28]  Woodrow Barfield,et al.  The effect of update rate on the sense of presence within virtual environments , 1995, Virtual Reality.

[29]  Valarie A. Zeithaml,et al.  Consumer Response to In-Store Price Information Environments , 1982 .

[30]  R. Cialdini,et al.  Self-Relevant Scenarios as Mediators of Likelihood Estimates and Compliance: Does Imagining Make It So? , 1982 .

[31]  Aradhna Krishna,et al.  The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste , 2010 .

[32]  Charles Spence,et al.  The role of auditory cues in modulating the perceived crispness and staleness of potato chips , 2004 .

[33]  David F. Marks,et al.  Visual imagery differences and eye movements in the recall of pictures , 1973 .

[34]  M. Joseph Sirgy,et al.  How can shopping mall management best capture mall image , 2010 .

[35]  P. Montague,et al.  Vividness of mental imagery: Individual variability can be measured objectively , 2007, Vision Research.

[36]  Jonathan Steuer,et al.  Defining virtual reality: dimensions determining telepresence , 1992 .

[37]  Robert B. Cialdini,et al.  Evoking the Imagination as a Strategy of Influence , 2008 .

[38]  A. Paivio,et al.  Picture superiority in free recall: Imagery or dual coding? , 1973 .

[39]  Francisco J. Martínez-López,et al.  Another look at 'being there' experiences in digital media: Exploring connections of telepresence with mental imagery , 2014, Comput. Hum. Behav..

[40]  S. McKelvie.  The Vividness of Visual Imagery Questionnaire as a predictor of facial recognition memory performance. , 1994, British journal of psychology.

[41]  Martin M. Pegler.  Visual Merchandising and Display , 1983 .

[42]  Hairong Li,et al.  Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence , 2002 .

[43]  Morad Benyoucef,et al.  Consumer behavior in social commerce: A literature review , 2016, Decis. Support Syst..

[44]  J. Michael Schurr,et al.  Relation Between Obesity and Blunted Striatal Response to Food Is Moderated by TaqIA A1 Allele , 2008, Science.

[45]  Kung Wong Lau,et al.  Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality , 2018, Virtual Reality.

[46]  J. Church,et al.  Guided imagery , 1997, Diseases of the colon and rectum.

[47]  Carlos García-García,et al.  Influence of presentation means on industrial product evaluations with potential users: a first study by comparing tangible virtual reality and presenting a product in a real setting , 2019, Virtual Reality.

[48]  Wynne W. Chin.  The partial least squares approach for structural equation modeling. , 1998 .

[49]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[50]  Peter Wright,et al.  Product Class Advertising Effects on First-Time Buyers' Decision Strategies , 1980 .

[51]  Hsiu-Fang Hsieh,et al.  Three Approaches to Qualitative Content Analysis , 2005, Qualitative health research.

[52]  Jean Decety,et al.  Motivation modulates the activity of the human mirror-neuron system. , 2007, Cerebral cortex.

[53]  Junho Choi,et al.  The influence of media type and length of time delay on user attitude: Effects of product-focused virtual reality , 2019, Comput. Hum. Behav..

[54]  Blair T. Johnson,et al.  The Handbook of Attitudes , 2005 .

[55]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[56]  Jörg Henseler,et al.  Modeling Reflective Higher-Order Constructs using Three Approaches with PLS Path Modeling: A Monte Carlo Comparison , 2007 .

[57]  Milena M. Head,et al.  Exploring human images in website design: a multi-method approach , 2009 .

[58]  D. F. Marks,et al.  Visual imagery differences in the recall of pictures. , 1973, British journal of psychology.

[59]  J. Makens,et al.  Effect of brand preference upon consumers' perceived taste of turkey meat. , 1965, The Journal of applied psychology.

[60]  R. Cialdini,et al.  Imagining Can Heighten or Lower the Perceived Likelihood of Contracting a Disease , 1985 .

[61]  William O'Donohue,et al.  Cognitive behavior therapy : applying empirically supported techniques in your practice , 2008 .

[62]  W. Swann,et al.  Why never forgetting a face matters: visual imagery and social memory. , 1982, Journal of personality and social psychology.

[63]  Woodrow Barfield,et al.  Measuring Presence in Virtual Environments: A Presence Questionnaire , 1998, Presence.

[64]  Thomas B. Sheridan.  Further Musings on the Psychophysics of Presence , 1996, Presence: Teleoperators & Virtual Environments.

[65]  Jacob Cohen.  Statistical Power Analysis for the Behavioral Sciences , 1969, The SAGE Encyclopedia of Research Design.

[66]  Barry J. Babin,et al.  The effects of consumer perceptions of the salesperson, product and dealer on purchase intentions , 1999 .

[67]  W. Mackey.  The Meaning of Method , 1950 .

[68]  Shana Smith,et al.  A virtual reality keyboard with realistic haptic feedback in a fully immersive virtual environment , 2017, Virtual Reality.

[69]  Z. Pylyshyn.  Return of the mental image: are there really pictures in the brain? , 2003, Trends in Cognitive Sciences.

[70]  Izak Benbasat,et al.  Predicting Intention to Adopt Interorganizational Linkages: An Institutional Perspective , 2003, MIS Q..