3D Servicescape Model: Atmospheric Qualities of Virtual Reality Retailing

Abstract

The purpose of this paper is to provide a 3D servicescape conceptualmodel which explores the potential effect of 3D virtual reality retailstores' environment on shoppers' behaviour. Extensive review ofliterature within two different domains, namely: servicescape models,and retail atmospherics, was carried out in order to propose aconceptual model. Further, eight detailed interviews were conducted toconfirm the stimulus dimension of the conceptual model. A 3Dservicescape conceptual model is offered on the basis ofstimulus-organism-dimension, which proposes that a 3D virtual realityretail (VRR) store environment consists of physical, social, sociallysymbolic and natural dimensions. These dimensions are proposed to affectshoppers' behaviour through the mediating variables of emotions(pleasure and arousal). An interrelationship between pleasure andarousal, as mediating variables, is also proposed. This research opens anumber of new avenues for further research through the proposed model ofshoppers' behaviour in a VRR store environment. Further, a systematictaxonomy development of VRR store environment is attempted through thisproposed model that may prove to be an important step in theorybuilding. A comprehensive 3D service scape model along with a largenumber of propositions is made to define a 3D VRR store environment.