Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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An Exploratory Study Examining the Effects of Place Creativity and Workplace Attire on Consumer Trust, Attitude, and Purchase Intention in the Virtual E-Commerce Environment

가상현실 쇼핑 경험 시 공간 창의성과 판매원 아바타 의상의 격식성이 소비자의 상품 구매의사에 미치는 영향

  • 송원철 (광운대학교 Comm. & Tech. Lab) ;
  • 신민철 (틸버그 대학교(Tilburg University) Communication and Cognition 학부) ;
  • 이상욱 (미시간주립대학교(Michigan State University) 커뮤니케이션학) ;
  • 정동훈 (광운대학교 미디어커뮤니케이션학부)
  • Received : 2020.03.16
  • Accepted : 2020.05.16
  • Published : 2020.06.30
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Abstract

This study empirically investigates the design factors that could engender positive impacts on consumers' user experiences with respect to trust, attitude, and intent to purchase a product promoted in the virtual reality (VR) e-commerce environment. Guided by previous literature, we specifically test the role of schema congruity due to the design of the space and virtual agent on trust, attitude, and purchase intention in the context of VR e-commerce. To test the effect of the congruency between user's schema and virtual environment design on user intentions, a 2 × 2 mixed ANOVA design experiment was conducted with place creativity (Low vs. High) as a within factor and workplace attire (Casual vs. Formal) as a between factor. The result showed support for the effect of schema congruity on trust, in that interaction of the two factors were found. Significant positive relationship between trust, attitude, and purchase intention was found. Further implications are discussed based on results.

Keywords

References

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