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The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket

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Book cover Augmented Reality and Virtual Reality

Part of the book series: Progress in IS ((PROIS))

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Abstract

This study aims to explore the role of mental imagery, product involvement and presence on emotions and purchase intentions. A quasi-experimental between-subjects design was implemented to test the proposed model. The quasi-experimental manipulation comprised a virtual grocery store, using VR. A quantitative approach was followed using a questionnaire to get data to test the model. The questionnaire was fulfilled after the 108 participants visualize the scenario through VR. The results reveal that all hypotheses are supported, expect H4. Product involvement is not associated to emotions.

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Author information

Authors and Affiliations

  1. ISCTE-Instituto Universitario De Lisboa and BRU-Business Research Unit, Lisbon, Portugal

    Sandra Maria Correia Loureiro & João Guerreiro

  2. ISCTE-Instituto Universitario De Lisboa, Lisbon, Portugal

    Carolina Correia

Authors
  1. Sandra Maria Correia Loureiro
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  2. Carolina Correia
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  3. João Guerreiro
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Corresponding author

Correspondence to Sandra Maria Correia Loureiro .

Editor information

Editors and Affiliations

  1. Creative AR and VR Hub, Manchester Metropolitan University, Manchester, UK

    M. Claudia tom Dieck

  2. Creative AR and VR Hub, Manchester Metropolitan University, Manchester, UK

    Timothy H. Jung

  3. BRU-Business Research Unit, ISCTE-IUL – University Institute of Lisbon, Lisbon, Portugal

    Sandra M. C. Loureiro

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Loureiro, S.M.C., Correia, C., Guerreiro, J. (2021). The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket. In: tom Dieck, M.C., Jung, T.H., Loureiro, S.M.C. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-68086-2_2

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