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The Effect Of Touch Simulation In Virtual Reality Shopping, Ha Kyung Lee, Namhee Yoon, Dooyoung Choi
The Effect Of Touch Simulation In Virtual Reality Shopping, Ha Kyung Lee, Namhee Yoon, Dooyoung Choi
STEMPS Faculty Publications
This study aims to explore the effect of touch simulation on virtual reality (VR) store satisfaction mediated by VR shopping self-efficacy and VR shopping pleasure. The moderation effects of the autotelic and instrumental need for touch between touch simulation and VR store satisfaction are also explored. Participants wear a head-mounted display VR device (Oculus Go) in a controlled laboratory environment, and their VR store experience is recorded as data. All participants’ responses (n = 58) are analyzed using SPSS 20.0 for descriptive statistics, reliability analysis, exploratory factor analysis, and the Process macro model analysis. The results show that touch simulation …