01 تیر 1403
حسين حاجي بابايي

حسین حاجی بابایی

مرتبه علمی: استادیار
نشانی:
تحصیلات: دکترای تخصصی / مدیریت بازرگانی - مدیریت بازاریابی
تلفن:
دانشکده: دانشکده ادبیات و علوم انسانی

مشخصات پژوهش

عنوان
Virtual reality (VR) tours and their impact on consumers' intention to visit the physical store
نوع پژوهش مقاله چاپ شده
کلیدواژه‌ها
Virtual Tours, Virtual Reality, VR, 360 Degree Photo, Virtual Reality Tour, Intention to Visit
سال
2023
مجله مدیریت تبلیغات و فروش
پژوهشگران حسین حاجی بابایی

چکیده

Virtual reality is one of the most attractive and promising technologies in today's world, which is rapidly developing and spreading. The numerous possibilities of this technology point to its many applications in marketing and consumer behavior. The global pandemic COVID -19 has changed consumer behavior and shifted the way they interact and communicate with various brands to non-personal channels such as the Internet. These changes have created unique conditions for interacting with consumers, and different companies need to adapt and provide the right response. One application of virtual reality is the ability to take 360-degree virtual tours of the store. This study investigates and answers the question of whether the use of 360-degree interactive tours based on virtual reality features stimulates the audience's intention to physically visit the store. Due to the practical results and the method used, this research is an experiment, simulation and survey, which includes two groups of 12 people as control group and experimental group in two phases: Pre-test, Post-test and finally the Recall test. The control group only viewed 2D images of the store, while the experimental group viewed the store environment via a 360-degree virtual reality tour. Data were collected using a questionnaire with sufficient validity and reliability from both groups and in all three phases of the pretest, posttest, and recall test, and then analyzed using SPSS software based on mean difference and standard deviation. The results of this study showed a significant difference in the intention of participants in the experimental group (virtual reality) to physically visit the store compared to participants in the control group. This means that companies and marketers can use technologies such as virtual reality to effectively stimulate consumer misbehavior instead of traditional methods.