A study of the effects of display atmospherics and control mode of 3D virtual store on consumer behavior in the elderly

Abstract

Online shopping has become quite popular since its first arrival on the internet. Some research has indicated that the older population is growing rapidly worldwide and is becoming an increasingly important demographic to understand. However, previous studies on cognitive aging have found that certain aspects of human information-processing abilities are negatively correlated with age. This study will discuss the effects of online store atmospherics collocating with control mode applied on 3D virtual store vision displaying for improving usability and acceptability in the elderly. The objectives of this study are to evaluate the cognition and emotion of the elderly on 3D virtual store atmospherics and control mode. It was found that the recognition and presence was positively related to emotion for the elderly, and then, emotion is positively and directly related to customers' behavioral intention. There was the best effect in recognition and presence by the central-cabinet layout. © 2013 Springer-Verlag Berlin Heidelberg.