Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/25925
Autoria: Loureiro, S. M. C.
Correia, C.
Guerreiro, J.
Data: 2023
Título próprio: Mental imagery, product involvement and presence at virtual reality supermarket
Título da revista: Journal of Creative Communications
Volume: 18
Número: 1
Paginação: 79 - 92
Referência bibliográfica: Loureiro, S. M. C., Correia, C., & Guerreiro, J. (2022). Mental imagery, product involvement and presence at virtual reality supermarket. Journal of Creative Communications, 18(1), 79-92. https://dx.doi.org/10.1177/09732586221086655
ISSN: 0973-2586
DOI (Digital Object Identifier): 10.1177/09732586221086655
Palavras-chave: Mental imagery
Product involvement
Presence
Emotions
Purchase intentions
Resumo: Virtual Reality (VR) is a technology that creates fully immersive and virtual experiences and have been used to create virtual supermarkets and explore consumer behaviour on such alternate reality. The current study uses a VR scenario to analyse the effects of mental imagery, product involvement and presence on customer’s emotions and on the customers purchase intention, during a virtual shopping experience. The proposed model was tested with 108 participants in the laundry detergent category on a VR scenario. Findings reveal that on a virtual setting, mental imagery has the most significant impact on emotions, whereas presence has a strong influence on the purchase decision. Yet product involvement has any effect only on emotions. Moreover, the obsession for laundry products highly decreased the effect of product involvement on purchase intention.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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