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To immerse or not? Experimenting with two virtual retail environments

Research output: Contribution to journalArticle

  • Papagiannidis Savvas
  • Eleonora Pantano
  • Eric W K See-To
  • Charles Dennis
  • Michael Bourlakis
Original languageEnglish
Pages (from-to)163
Number of pages188
JournalInformation Technology and People
Issue number1
DateAccepted/In press - 8 Feb 2016
DatePublished (current) - 6 Mar 2017


Purpose – The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions.
Design/methodology/approach – The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.
Findings – Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D
authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.
Originality/value – This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove

    Research areas

  • Simulation, online shopping, e-commerce (B2B/B2C/B2G/G2C), virtual world

    Structured keywords

  • MGMT Marketing and Consumption

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  • Full-text PDF (final published version)

    Rights statement: This is the final published version of the article (version of record). It first appeared online via Emerald at DOI: 10.1108/ITP-03-2015-0069. Please refer to any applicable terms of use of the publisher.

    Final published version, 475 KB, PDF document

    Licence: CC BY


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