The Impact of Perceived Visual Merchandising on Brand Experience Through 3D Virtual Tours
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The retail industry has increasingly embraced the use of virtual reality (VR) technology to enhance the brand experience, offering consumers with an immersive environment for online shopping. This study aims to investigate the potential application of 3D virtual tours in retailing and explores the utilization of a head-mounted display (HMD)-based VR system to create an immersive environment for the in-store experience. Specifically, the objective of this paper is to examine the impact of visual merchandising characteristic on brand experience by utilizing 3D virtual tours of a retail store. The study employed a quantitative research method, utilizing an online survey administered after participants completed a pilot experiment. The survey assessed two variables concerning visual merchandising perceptions and four variables related to brand experience. Data were collected from 60 participants who completed the VR experience and post-surveys. Multiple regression analysis was conducted to examine the effects of perceptions of visual merchandising characteristics on brand experience. The statistical results indicated that perceived functionality in visual merchandising had a significant impact on sensory, affective, and intellectual brand experience. Additionally, trendiness in perceived visual merchandising was found to significantly influence behavioral and intellectual brand experience. This study provides valuable insights into leveraging VR technology and visual merchandising to create an immersive store experience. The findings of this paper have the potential to inform evidence-based design strategies aimed at enhancing brand experience in retail environments.
Abstract
The retail industry has increasingly embraced the use of virtual reality (VR) technology to enhance the brand experience, offering consumers with an immersive environment for online shopping. This study aims to investigate the potential application of 3D virtual tours in retailing and explores the utilization of a head-mounted display (HMD)-based VR system to create an immersive environment for the in-store experience. Specifically, the objective of this paper is to examine the impact of visual merchandising characteristic on brand experience by utilizing 3D virtual tours of a retail store. The study employed a quantitative research method, utilizing an online survey administered after participants completed a pilot experiment. The survey assessed two variables concerning visual merchandising perceptions and four variables related to brand experience. Data were collected from 60 participants who completed the VR experience and post-surveys. Multiple regression analysis was conducted to examine the effects of perceptions of visual merchandising characteristics on brand experience. The statistical results indicated that perceived functionality in visual merchandising had a significant impact on sensory, affective, and intellectual brand experience. Additionally, trendiness in perceived visual merchandising was found to significantly influence behavioral and intellectual brand experience. This study provides valuable insights into leveraging VR technology and visual merchandising to create an immersive store experience. The findings of this paper have the potential to inform evidence-based design strategies aimed at enhancing brand experience in retail environments.
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