Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment

Consumer's ability to touch products is an essential component of one's retail shopping experience. When the ability to touch is not available, Virtual Reality (VR) platforms may provide a simulated medium for consumers to haptically explore products. In multiple studies, we discover that a VR retail environment (vs. an online retail website) positively impacts hedonic shopping value. Further, we demonstrate that a VR retail environment leads to consumers perceiving certain products as an extension of the body as opposed to perceiving it as a presentation of the body. Our findings reveal that a VR retail environment is more suitable for products that are perceived as an extension of the body (e.g., tools) rather than as a presentation of the body (e.g., clothes). Finally, we unveil mediating pathways to these relationships involving telepresence and need for touch.

Automated summary

The ability for consumers to physically touch products is essential for their shopping experience. When this is not possible, Virtual Reality platforms can provide a simulated way for consumers to explore products, positively impacting the hedonic shopping value. In a VR retail environment, consumers tend to perceive certain products as an extension of the body rather than a presentation, particularly products perceived as an extension of the body are more suitable for VR retail environments. The relationships are mediated by telepresence and the need for touch.