Dokument: Enhancing virtual reality experiences in grocery retailing: the impact of audio priming on spatial presence and retailer outcomes
| Titel: | Enhancing virtual reality experiences in grocery retailing: the impact of audio priming on spatial presence and retailer outcomes | |||||||
| URL für Lesezeichen: | https://docserv.uni-duesseldorf.de/servlets/DocumentServlet?id=73404 | |||||||
| URN (NBN): | urn:nbn:de:hbz:061-20260527-122605-1 | |||||||
| Kollektion: | Publikationen | |||||||
| Sprache: | Englisch | |||||||
| Dokumententyp: | Wissenschaftliche Texte » Artikel, Aufsatz | |||||||
| Medientyp: | Text | |||||||
| Autoren: | Marx, Tobias [Autor] Gier-Reinartz, Nadine R. [Autor] Welle, Giulian [Autor] | |||||||
| Dateien: |
| |||||||
| Stichwörter: | laboratory experiment , priming , Virtual reality , spatial presence , virtual farm tours | |||||||
| Beschreibung: | As omnichannel retail strategies increasingly blend virtual and physical experiences, retailers are recognizing the significant potential of virtual reality (VR). Considering the crucial role of spatial presence in determining the quality of VR experiences, this study explores novel ways to increase spatial presence, particularly for virtual tours as a digital in-store technology in grocery retail. Given a lack of research on priming in the context of VR, the goal of this study is to examine the impact of audio priming on spatial presence. Additionally, we explore the relationship between spatial presence and perceived enjoyment, as well as between perceived enjoyment and key pre-economic variables relevant to grocery retailers. The hypotheses are developed based on theoretical backgrounds in VR, spatial presence, fluency theory, and priming. To test our hypotheses, we conducted a one-factor between-subjects experiment involving 60 participants divided into one control and two treatment groups. Before participating in a virtual farm tour, each treatment group was exposed to a distinct audio priming stimulus focusing either on farm ambiance or VR technology. The results show significant differences in spatial presence among the groups. While priming participants on VR technology enhanced spatial presence, priming them on farm ambiance had no effect. Technology priming prevents consumers from experiencing a technology shock by familiarizing them with the technological aspects of the VR experience, increasing processing fluency. In contrast, ambiance priming relies on consumers’ pre-existing associations, which may not align with the actual VR experience, disrupting processing fluency. Furthermore, the results show that the increased spatial presence results in greater perceived enjoyment, which ultimately leads to an increased recommendation intention and attitude toward the retailer. Therein, this study highlights the potential of integrating audio priming in VR applications, specifically advocating for its strategic use in grocery retail settings to enhance consumer experiences in omnichannel environments. | |||||||
| Rechtliche Vermerke: | Originalveröffentlichung:
Marx, T., Welle, G., & Gier-Reinartz, N. R. (2025). Enhancing virtual reality experiences in grocery retailing: the impact of audio priming on spatial presence and retailer outcomes. The International Review of Retail, Distribution and Consumer Research, 36(2), 377–401. https://doi.org/10.1080/09593969.2025.2512303 | |||||||
| Lizenz: |  Dieses Werk ist lizenziert unter einer Creative Commons Namensnennung 4.0 International Lizenz | |||||||
| Fachbereich / Einrichtung: | Wirtschaftswissenschaftliche Fakultät | |||||||
| Dokument erstellt am: | 27.05.2026 | |||||||
| Dateien geändert am: | 27.05.2026 |
