Kim, Jung-Hwan; Kim, Minjeong; Park, Minjung; Yoo, Jungmin - In: Journal of Research in Interactive Marketing 15 (2021) 3, pp. 502-525
Purpose: The purpose of the study is to investigate the effects of interactivity and vividness on perceived usefulness and perceived enjoyment and their consequent impacts on consumer behavioral responses in a retail furniture VR store context. Considering the lack of VR empirical research, the...