How virtual reality shopping experience enhances consumer creativity: The mediating role of perceptual curiosity

Kim, Woo Bin; Choo, Ho Jung

doi:10.1016/j.jbusres.2022.113378

Cited by 31 publications

(10 citation statements)

References 63 publications

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“…IMT is a novel media that is utilised in the context of metaverse retail to pique customers' imaginations with sensory information and to communicate product information with bright imagery and interactive hints (De Regt et al, 2021). Thus, according to Kim and Choo (2023), the extension of sensory experiences through such content consumption is anticipated to pique customers' interest and inspire original thought. This affects how customer experience management strategies are configured, allowing for the achievement of improved SA in a metaverse business context.…”

Section: Moderating Role Of Managerial Capabilities On the Relationsh...mentioning

confidence: 99%

“…Similar to this, Schmitt (1999) put out the concepts of sense, feel, think, act and relate in order to present a comprehensive understanding of experience. Kim and Choo (2023) contends that stimuli such as distinctiveness, digital packaging, interaction, immersive environment and brand-based architecture can produce sensory, emotive, cognitive and purchase behaviour experiences. Consequently, the acceptance of MVM has been influenced by a number of significant aspects, including consumer experience, which has led to the rise of experiential marketing in metaverse environment (Buhalis et al ., 2023b).…”

Section: Literature Reviewmentioning

confidence: 99%

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Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

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Section: Moderating Role Of Managerial Capabilities On the Relationsh...mentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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“…The current conceptual landscape of this cluster has been dominated by shopping experiences created by smart technology and consumers' intention and motivation to use these technologies in retail settings. The primarily used independent variables are enjoyment (Lee & Chung, 2008; Park et al, 2022), extrinsic and intrinsic value (Dacko, 2017), immersion (Kim & Choo, 2023), perceived usefulness (Goebert & Greenhalgh, 2020; Pantano et al, 2017) and interactivity (Pantano et al, 2017). Academia was mainly interested in constructs such as shopping frequency (Siegrist et al, 2019), patronage behavior (Beck & Crié, 2018), and purchase intention (Kautish et al, 2021; Park et al, 2022) as the dependent variables.…”

Section: Research Themes In Consumers' Responses Toward Smart Technologymentioning

confidence: 99%

Consumer responses toward smart technology: A systematic review, synthesis, and future research agenda

Sağkaya Güngör,

Ozansoy Çadırcı,

Köse

et al. 2024

Int J Consumer Studies

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This article is a comprehensive review of the literature on smart technology in consumer studies from 1996 to 2023. While the paper provides information about the development of the field by identifying important publications and authors, it employs topic modeling to pinpoint key topics in papers published in marketing and business journals. These topics are then grouped into three research streams and evaluated concerning theoretical, contextual, and methodological perspectives. While doing so, specific gaps were identified. By revealing gaps in the literature, the study suggests promising avenues for further research. Finally, this article advances our comprehension of the smart technology literature in marketing and business journals and informs future inquiry in this rapidly evolving domain.

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“…This suggests that creative thinking from virtual environments can enhance value co‐creation when individuals perceive immersive technology as a flexible tool for more applications. Flexibility is a key element in creativity (Kim & Choo, 2023), and also allows users to create different experiences using immersive technology. Moreover, the link between creativity and personalization highlights the importance of creating personal unique experiences.…”

Section: Conceptual Theoretical Framework Research Model and Literatu...mentioning

confidence: 99%

Immersive technology and cause‐related marketing: The role of personalization and value co‐creation

Luan,

Phan

2023

J of Consumer Behaviour

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This research conducted two studies to investigate the impact of immersive technology adoption on facilitating sustainable consumption behavior according to the perceived value co‐creation model. The first study used an online survey to examine the mediating effect of value co‐creation on the relationship between personalized values and sustainable behavioral intentions in adopting the 360‐degree video. In contrast, the second experimented to investigate the perceived value co‐creation model in adopting the virtual reality game. We collected 501 U.S. participants for watching the video about the presentation of a marine environment in Study 1, while recruited 92 college students in Taiwan to play the game regarding beach cleaning in Study 2. We found that immersive technologies can facilitate personalized values for value co‐creation, leading to increased intention to support, in this case, beach cleaning. The study provides theoretical contributions and managerial implications, providing evidence to show the potential of immersive technologies used in cause‐related marketing associated with sustainable consumption. Prior studies have shown that consumers perceive uncertain toward ethical attributes in sustainable consumption, leading to their low engagement. This research contributes to a solution of the problem by adopting immersive technologies to increase value co‐creation for purchasing cause‐related products.

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How virtual reality shopping experience enhances consumer creativity: The mediating role of perceptual curiosity

Cited by 31 publications

References 63 publications

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Consumer responses toward smart technology: A systematic review, synthesis, and future research agenda

Immersive technology and cause‐related marketing: The role of personalization and value co‐creation

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