An experiment investigating the effects of retail greenery and correlated color temperature in virtual reality fashion apparel stores
2021-12
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An experiment investigating the effects of retail greenery and correlated color temperature in virtual reality fashion apparel stores
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2021-12
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Abstract
Purpose: The main objective of this study is to understand the impacts of retail greeneryin biophilic design and correlated color temperature on consumers’ perceptions (pleasure,
arousal, perceived merchandise quality) and responses (satisfaction and purchase
intentions) in virtual reality fashion apparel stores.
Design: This study is a 2x2 experimental design. In this study, retail greenery/non-retail
greenery are a within-subjects design, while correlated color temperature (warm/cool)
and shopping orientations (utilitarian/hedonic) are a between-subjects design. 295
undergraduate US female students participated in this study.
Findings: The results showed that consumers prefer a retail greenery application over a
non-retail greenery application. Cool lighting creates higher arousal than warm lighting.
There are significant interaction effects between a retail greenery application and
correlated color temperature. I have also found moderating effects of shopping
orientations (utilitarian/hedonic).
Originality: This study first measures the combined effects of retail greenery and
correlated color temperature on consumers’ responses which has not been done in
previous studies. This study also provides insights into how retailers strategically plan
their use of biophilic design and lighting to improve the 3D Virtual Reality (VR)
shopping experience.
Keywords: 3D Virtual Reality, Retail Greenery, Correlated color temperature, Shopping
Orientation, Biophilic Design.
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University of Minnesota Ph.D. dissertation. December 2021. Major: Design, Housing and Apparel. Advisors: JuanJuan Wu, Elizabeth Bye. 1 computer file (PDF); 130 pages.
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Sina, Ahmad Saquib. (2021). An experiment investigating the effects of retail greenery and correlated color temperature in virtual reality fashion apparel stores. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/226363.
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