Haptic Sensory Perception and Customer Experience in a 360-Virtual Store: Does Time Spent Play a Role?

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dc.contributor.authorWang, Yuyu
dc.contributor.authorHallikainen, Heli
dc.contributor.authorRuusunen, Nino
dc.contributor.authorLaukkanen, Tommi
dc.date.accessioned2021-12-24T17:33:10Z
dc.date.available2021-12-24T17:33:10Z
dc.date.issued2022-01-04
dc.description.abstractBuilding on stimulus(S)-organism(O)-response(R) theory, this research examines the effects of haptic sensory perception on user experience and satisfaction in a 360-virtual store. We postulate that time spent in a 360-virtual store reinforces the effects in the S-O-R model. The results support the theory that haptic sensory perception triggered by a 360-virtual store (stimulus) improves customer experience (organism) and that the experience further enhances virtual store satisfaction (response). We find that the time spent in a virtual store reinforces the former effect, but not the latter effect. The results of an experiment involving 587 respondents further suggest that this finding only holds true to users who are merely browsing, but not to users tasked with searching for a specific product in the 360-virtual store. We encourage management to create sensory cues in virtual stores to improve user experience and satisfaction, and virtual in-store stimuli to increase time spent in the store.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2022.221
dc.identifier.isbn978-0-9981331-5-7
dc.identifier.urihttp://hdl.handle.net/10125/79553
dc.language.isoeng
dc.relation.ispartofProceedings of the 55th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectMixed, Augmented and Virtual Reality: Services and Applications
dc.subjecthaptic
dc.subjectsatisfaction
dc.subjectsensory perception
dc.subjectuser experience
dc.subjectvirtual store
dc.titleHaptic Sensory Perception and Customer Experience in a 360-Virtual Store: Does Time Spent Play a Role?
dc.type.dcmitext

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Mixed, Augmented and Virtual Reality: Services and Applications