虚拟现实与电子商务外文文献原文 The influence of virtual reality in e-commerce.pdfVIP

Journal of Business Research xxx (xxxx) xxx–xxx Contents lists available at ScienceDirect Journal of Business Research journal homepage: /locate/jbusres The influence of virtual reality in e-commerce a b,⁎ c c Jesus Martínez-Navarro , Enrique Bigné , Jaime Guixeres , Mariano Alcañiz , Carmen Torrecillac a Faculty of Economics and Business, Open University of Catalonia, Av. Tibidabo, 39-43 08035 Barcelona, Spain b Department of Marketing, Faculty of Economics, University of Valencia, Avda de los Naranjos s/n, 46022, Valencia, Spain c Institute for Research and Innovation in Bioengineering (i3B) at the Polytechnic University of Valencia, Polytechnic City of the Innovation - Building 8B - 3rd Floor; Camino de Vera s/n, 46022, Valencia, Spain A R T I C L E I N F O A B S T R A C T Keywords: The development of virtual reality (VR), together with other technological innovations will shape the future of e- Virtual reality retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environ- E-commerce ment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between V-commerce sense of presence, brand recall and purchase intention, while also going deeper into their antecedents. Our Sense of presence