Skip to main content
SpringerLink
Log in

Futuristic VR image presentation technique for better mobile commerce effectiveness

  • Original Article
  • Published:
Virtual Reality Aims and scope Submit manuscript

Abstract

Previous studies show that VR images can influence consumers’ attitudes and behaviors by evoking imagination. In this study, we introduce a reality-based closed-loop 3D image (hereafter Virtualgraph). Then, we try to see whether such image would increase evocativeness in a mobile commerce environment and whether higher telepresence of the visual image of a product can increase the purchase intention of that product. In order to find the above, we developed a model comprised of constructs containing telepresence, perceived value price, perceived food quality, and vividness of visual imagery questionnaire (VVIQ). We used Virtualgraph application to conduct an experiment and then conducted an interview as well as a survey. As results of the experiment, survey, and interview, we found the followings. First, users evoke imagination better with Virtualgraph than with still images. Second, increased evocativeness affects purchase intention if the perceived quality of fresh food product is satisfactory. Third, increased evocativeness makes users value products higher and do even much higher when the perceived quality of fresh food product is good. From the interview, we could find that the experimental group had higher purchase intentions and perceived products as more expensive ones. Also, they perceived images of products clearer and more vivid than did the control group. We also discuss the strategic implications of using Virtualgraph in mobile shopping malls.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1
Fig. 2
Fig. 3
Fig. 4

Similar content being viewed by others

References

  • Albarracin D, Johnson BT, Zanna MP (2014) The handbook of attitudes. Psychology Press, New York

    Google Scholar 

  • Amedi A, Malach R, Pascual-Leone A (2005) Negative BOLD differentiates visual imagery and perception. Neuron 48(5):859–872

    Google Scholar 

  • Babin LA, Babin BJ, Boles JS (1999) The effects of consumer perceptions of the salesperson, product and dealer on purchase intentions. J Retail Consum Serv 6(2):91–97

    Google Scholar 

  • Barfield W, Hendrix C (1995) The effect of update rate on the sense of presence within virtual environments. Virt Real 1(1):3–15

    Google Scholar 

  • Barfield W, Weghorst S (1993) The sense of presence within virtual environments: a conceptual framework. Adv Human Factors Ergon 19:699

    Google Scholar 

  • Betts, G. H. The Mind and Its Education (1923) Chapter I, sections II and III

  • Böcker M, Mühlbach L (1993) Communicative presence in videocommunications. In Proceedings of the human factors and ergonomics society annual meeting, SAGE Publications

  • Bone PF, Ellen PS (1992) The generation and consequences of communication-evoked imagery. J Consum Res 19(1):93–104

    Google Scholar 

  • Bradley W, Henseler J (2007) Modeling reflective higher-order constructs using three approaches with pls path modeling: a monte carlo comparison. In Thyne M, Deans KR, Gnoth J (eds.) Australian and New Zealand Marketing Academy Conference Proceedings:791-800

  • Brengman M, Willems K, Van Kerrebroeck H (2019) Can’t touch this: the impact of augmented reality versus touch and non-touch interfaces on perceived ownership. Virtual Reality 23(3):269–280

    Google Scholar 

  • Chebat J-C, Sirgy MJ, Grzeskowiak S (2010) How can shopping mall management best capture mall image? J Bus Res 63(7):735–740

    Google Scholar 

  • Cheng Y, Meltzoff AN, Decety J (2006) Motivation modulates the activity of the human mirror-neuron system. Cereb Cortex 17(8):1979–1986

    Google Scholar 

  • Chin WW (1998) The partial least squares approach to structural equation modeling. Modern Methods Bus Res 295(2):295–336

    Google Scholar 

  • Cohen J (2013) Statistical power analysis for the behavioral sciences. Routledge, New York

    MATH  Google Scholar 

  • Coman, E., & Rauh, C. (2003). The impact of imagination on computer mediated telepresence. Presence panel: Information Systems Division, International Communication Association

  • Creswell JW, Clark VLP (2017) Designing and conducting mixed methods research. Sage Publications, Thousand Oaks

    Google Scholar 

  • Cruz E, Orts-Escolano S, Gomez-Donoso F, Rizo C, Rangel JC, Mora H, Cazorla M (2019) An augmented reality application for improving shopping experience in large retail stores. Virtual Reality 23(3):281–291

    Google Scholar 

  • Cui X, Jeter CB, Yang D, Montague PR, Eagleman DM (2007) Vividness of mental imagery: individual variability can be measured objectively. Vision Res 47(4):474–478

    Google Scholar 

  • Cyr D, Head M, Larios H, Pan B (2009) Exploring human images in website design: a multi-method approach. MIS Quart 33(3):539–566

    Google Scholar 

  • Day GS, Day GS (1990) Market driven strategy: processes for creating value. Free Press, New York

    Google Scholar 

  • Ekstrom RB, Dermen D, Harman HH (1976) Manual for kit of factor-referenced cognitive tests. Educational Testing Service, Princeton

    Google Scholar 

  • Elder RS, Krishna A (2010) The effects of advertising copy on sensory thoughts and perceived taste. J Consum Res 36(5):748–756

    Google Scholar 

  • Engel JF, Blackwell RD, Miniard PW (1982) Consurner behavior. Holt, New York

    Google Scholar 

  • Felip F, Galán J, García-García C, Mulet E (2019) Influence of presentation means on industrial product evaluations with potential users: a first study by comparing tangible virtual reality and presenting a product in a real setting. Virtual Reality

  • Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50

    Google Scholar 

  • Führer D, Zysset S, Stumvoll M (2008) Brain activity in hunger and satiety: an exploratory visually stimulated FMRI study. Obesity 16(5):945–950

    Google Scholar 

  • Gefen D, Straub DW, Boudreau MC (2000) And regression: guidelines for research practice. Communication for the Association of Information System 4(7):1–79

    Google Scholar 

  • Gregory WL, Cialdini RB, Carpenter KM (1982) Self-relevant scenarios as mediators of likelihood estimates and compliance: does imagining make it so? J Pers Soc Psychol 43(1):89

    Google Scholar 

  • Hatakeyama T (1997) Adults and children with high imagery show more pronounced perceptual priming effect. Percept Motor Skills 84(3 suppl):1315–1329

    Google Scholar 

  • Held RM, Durlach NI (1992) Telepresence. Presence Teleoperat Virt Environ 1(1):109–112

    Google Scholar 

  • Hsieh H-F, Shannon SE (2005) Three approaches to qualitative content analysis. Qual Health Res 15(9):1277–1288

    Google Scholar 

  • Jacoby J, Olson JC (1977) Consumer Response to Price: An Attitudinal. Information Processing Perspective, Moving ahead with attitude research 39(1):73–97

    Google Scholar 

  • Johnson HC (2001) Marketing Memories: Favorite Recipes as Retrieval Cues in Autobiographical Memory (Master's theses). Western Michigan University, Kalamazoo, United States

    Google Scholar 

  • Klassen AC, Creswell J, Clark VLP, Smith KC, Meissner HI (2012) Best practices in mixed methods for quality of life research. Quality of Life Research 21(3):377–380

    Google Scholar 

  • Klein LR (2003) Creating virtual product experiences: the role of telepresence. J Interact Market 17(1):41–55

    Google Scholar 

  • Lau KW, Lee PY (2019) Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality. Virtual Reality 23(3):255–268

    Google Scholar 

  • Li H, Daugherty T, Biocca F (2002) Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. J Advert 31(3):43–57

    Google Scholar 

  • Liang C, Hsu Y, Chang C-C, Lin L-J (2013) In search of an index of imagination for virtual experience designers. Int J Technol Des Educ 23(4):1037–1046

    Google Scholar 

  • Lombard M, Ditton T (1997) At the heart of it all: the concept of presence. J Comput Mediat Commun 3(2): JCMC321

  • MacKay KJ, Fesenmaier DR (1997) Pictorial element of destination in image formation. Ann Tourism Res 24(3):537–565

    Google Scholar 

  • Makens JC (1965) Effect of brand preference upon consumers perceived taste of turkey meat. J Appl Psychol 49(4):261

    Google Scholar 

  • Marks DF (1973a) Visual imagery differences and eye movements in the recall of pictures. Percept Psychophys 14(3):407–412

    Google Scholar 

  • Marks DF (1973b) Visual imagery differences in the recall of pictures. Br J Psychol 64(1):17–24

    Google Scholar 

  • McKelvie SJ (1994) The vividness of visual imagery questionnaire as a predictor of facial recognition memory performance. Br J Psychol 85(1):93–104

    Google Scholar 

  • McKelvie SJ, Demers EG (1979) Individual differences in reported visual imagery and memory performance. Br J Psychol 70(1):51–57

    Google Scholar 

  • Mikalef P, Giannakos M, Pateli A (2013) Shopping and word-of-mouth intentions on social media. J Theoret Appl Electron Commerce Res 8(1):17–34

    Google Scholar 

  • Miller GA (1973) Communication, language, and meaning: psychological perspectives

  • Nicol JJ (2008) Creating vocative texts. Qualit Rep 13(3):316–333

    Google Scholar 

  • O’Donohue WT, Fisher JE, Hayes SC (2004) Cognitive behavior therapy: applying empirically supported techniques in your practice. Wiley, New York

    Google Scholar 

  • Paivio A, Csapo K (1973) Picture superiority in free recall: imagery or dual coding? Cogn Psychol 5(2):176–206

    Google Scholar 

  • Park J, Choi J, Kim H, Kwon H (2019) The influence of media type and length of time delay on user attitude: Effects of product-focused virtual reality. Computers in Human Behavior 101:466–473

    Google Scholar 

  • Pegler MM, Bliss LL (2006) Visual merchandising and display. Fairchild Publications, New York

    Google Scholar 

  • Petrova PK, Cialdini RB (2005) Fluency of consumption imagery and the backfire effects of imagery appeals. J Consum Res 32(3):442–452

    Google Scholar 

  • Petrova PK, Cialdini RB (2008) Evoking the imagination as a strategy of influence. Handbook of consumer psychology, 505–524

  • Pylyshyn Z (2003) Return of the mental image: are there really pictures in the brain? Trends Cogn Sci 7(3):113–118

    Google Scholar 

  • Richardson A (1983) Imagery: definition and types

  • Robertson TS (1971) Innovative behavior and communication. Holt, Rinehart and Winston Inc., New York

    Google Scholar 

  • Rodríguez-Ardura I, Martínez-López FJ (2014) Another look at ‘being there’experiences in digital media: exploring connections of telepresence with mental imagery. Comput Hum Behav 30:508–518

    Google Scholar 

  • Sheridan TB (1996) Further musings on the psychophysics of presence. Presence Teleoperat Virtual Environ 5(2):241–246

    Google Scholar 

  • Sherman SJ, Cialdini RB, Schwartzman DF, Reynolds KD (1985) Imagining can heighten or lower the perceived likelihood of contracting a disease: the mediating effect of ease of imagery. Pers Soc Psychol Bull 11(1):118–127

    Google Scholar 

  • Simmons WK, Martin A, Barsalou LW (2005) Pictures of appetizing foods activate gustatory cortices for taste and reward. Cereb Cortex 15(10):1602–1608

    Google Scholar 

  • Steuer J (1992) Defining virtual reality: dimensions determining telepresence. J Commun 42(4):73–93

    Google Scholar 

  • Stice E, Spoor S, Bohon C, Small D (2008) Relation between obesity and blunted striatal response to food is moderated by TaqIA A1 allele. Science 322(5900):449–452

    Google Scholar 

  • Su K-W, Chen S-C, Lin P-H, Hsieh C-I (2020) Evaluating the user interface and experience of VR in the electronic commerce environment: a hybrid approach. Virtual Reality 24(2):241–254

    Google Scholar 

  • Swann WB, Miller LC (1982) Why never forgetting a face matters: visual imagery and social memory. J Pers Soc Psychol 43(3):475

    Google Scholar 

  • Sweeney JC, Soutar GN (2001) Consumer perceived value: the development of a multiple item scale. J Retail 77(2):203–220

    Google Scholar 

  • Teo H-H, Wei KK, Benbasat I (2003) Predicting intention to adopt interorganizational linkages: an institutional perspective. MIS Quart, pp 19–49

  • Tusek DL, Church JM, Strong SA, Grass JA, Fazio VW (1997) Guided imagery. Dis Colon Rectum 40(2):172–178

    Google Scholar 

  • Um HJ, Kim DM, Choi KH, Kim GH (2005) A survey on consumer's perception of fresh-cut agri-food products for quality enhancement. Journal of the Korean Society of Food Science and Nutrition 34(10):1566–1571

    Google Scholar 

  • Van Manen M (1997) From meaning to method. Qual Health Res 7(3):345–369

    Google Scholar 

  • Verhagen T, Feldberg F, van den Hooff B, Meents S, Merikivi J (2012) Understanding users’ motivations to engage in virtual worlds: A multipurpose model and empirical testing. Computers in Human Behavior 28(2):484–495

    Google Scholar 

  • Wansink B, Park S (2001) At the movies: how external cues and perceived taste impact consumption volume. Food Qual Prefer 12(1):69–74

    Google Scholar 

  • Wells JD, Valacich JS, Hess TJ (2011) What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Q 35(2):373–396

    Google Scholar 

  • Wright P, Rip PD (1980) Product class advertising effects on first-time buyers’ decision strategies. J Consum Res 7(2):176–188

    Google Scholar 

  • Wu CM, Hsu CW, Lee TK, Smith S (2017) A virtual reality keyboard with realistic haptic feedback in a fully immersive virtual environment. Virtual Reality 21(1):19–29

    Google Scholar 

  • Zampini M, Spence C (2004) The role of auditory cues in modulating the perceived crispness and staleness of potato chips. J Sens Stud 19(5):347–363

    Google Scholar 

  • Zeithaml VA (1982) Consumer response to in-store price information environments. J Consumer Res 8(4):357–369

    Google Scholar 

  • Zhang KZK, Benyoucef M (2016) Consumer behavior in social commerce: a literature review. Decis Support Syst 86:95–108

    Google Scholar 

  • Zmud RW, Anthony WP, Stair RM Jr (1993) The use of mental imagery to facilitate information identification in requirements analysis. J Manage Inf Syst 9(4):175–191

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Management Information Systems, Catholic University of Pusan, 57 Oryundae-ro, Geumjeong-gu, Pusan, 46252, South Korea

    Jiseob Park

  2. Graduate School of Information, Yonsei University, Yonsei-ro 50, Soedaemoon-gu, Seoul, 03722, South Korea

    Junho Choi

  3. School of Business, Ajou University, San 5, Woncheon-Dong, Yeongtong-gu, Suwon, 16499, South Korea

    Cheul Rhee

Authors
  1. Jiseob Park
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Junho Choi
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Cheul Rhee
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Cheul Rhee.

Ethics declarations

Conflict of interest

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Ethical approval

The protocol of this study was reviewed and approved by the Yonsei University Research Ethics committee before the implementation.

Informed consent

Each participant was given detail information about the project which they read and freely accepted to participate. For those who accepted, they signed informed consent form and returned it to the surveyor before receiving the questionnaire to be self-administered.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Park, J., Choi, J. & Rhee, C. Futuristic VR image presentation technique for better mobile commerce effectiveness. Virtual Reality 25, 341–356 (2021). https://doi.org/10.1007/s10055-020-00459-1

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10055-020-00459-1

Keywords

Search

Navigation