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A Merchant Virtual Universe as an Innovative Retail Setting: A Dynamic Perspective on the Immersion Process

A Merchant Virtual Universe as an Innovative Retail Setting: A Dynamic Perspective on the Immersion Process

Ingrid Poncin, Marion Garnier, Virginie Maille
Copyright: © 2015 |Pages: 33
ISBN13: 9781466682979|ISBN10: 1466682973|EISBN13: 9781466682986
DOI: 10.4018/978-1-4666-8297-9.ch003
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MLA

Poncin, Ingrid, et al. "A Merchant Virtual Universe as an Innovative Retail Setting: A Dynamic Perspective on the Immersion Process." Successful Technological Integration for Competitive Advantage in Retail Settings, edited by Eleonora Pantano, IGI Global, 2015, pp. 43-75. https://doi.org/10.4018/978-1-4666-8297-9.ch003

APA

Poncin, I., Garnier, M., & Maille, V. (2015). A Merchant Virtual Universe as an Innovative Retail Setting: A Dynamic Perspective on the Immersion Process. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings (pp. 43-75). IGI Global. https://doi.org/10.4018/978-1-4666-8297-9.ch003

Chicago

Poncin, Ingrid, Marion Garnier, and Virginie Maille. "A Merchant Virtual Universe as an Innovative Retail Setting: A Dynamic Perspective on the Immersion Process." In Successful Technological Integration for Competitive Advantage in Retail Settings, edited by Eleonora Pantano, 43-75. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8297-9.ch003

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Abstract

The Merchant Virtual Universe (MVU), which hyperrealistically reproduces the environment of a real shopping mall, is proving to be an innovative retail setting. It offers a competitive advantage by providing a satisfying and compelling online experience. This chapter examines immersion processes in an MVU and studies their evolution over time. The researchers collected qualitative and quantitative data from users throughout successive visits to a 3D virtual shopping mall. The data highlight the special role of perceived realism and sense of presence in allowing users to become immersed. The results confirm the links among realism, presence, and immersion, as well as their influence on satisfaction. They further illustrate the process as time passes: Realism is the strongest factor of immersion at the beginning of the experience but over time is replaced by presence. This work confirms that MVU designers must consider the importance of realism of the virtual environment.

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