Title: Determinants of customer experience, satisfaction and willingness to purchase from virtual tour of a retail store

Authors: Swati Bhatnagar; Rajan Yadav

Addresses: Amity Business School, Amity University, Noida, Sector 125, 201313, Uttar Pradesh, India ' Delhi School of Management, Delhi Technological University, Bawana Rd., Shahbad Daulatpur Village, Rohini, 110042, Delhi, India

Abstract: Virtual tours are increasingly being used by e-commerce firms to attract customers and to overcome the limitation of tangibility associated with online shopping. The purpose of this paper is to study the dimensions of customer experience in context of virtual tours and its impact on satisfaction of the customer and his willingness to purchase. A virtual tour stimulus was given to the respondents in the form of a link of a popular sunglass store before they took the survey. A sample of 240 responses was drawn from the National Capital Region (NCR) of Delhi to which an integrative technique of structural equation modelling (SEM) and neural networks (NN) was applied. The empirical results indicate information privacy concern, perceived enjoyment, sensory experience, intellectual experience and peace of mind significantly influenced customer satisfaction and willingness to purchase. Neural network results ranked information privacy concern as the most important factor in a virtual tour customer experience.

Keywords: virtual tour; customer experience; customer satisfaction; neural networks.

DOI: 10.1504/IJMP.2023.127678

International Journal of Management Practice, 2023 Vol.16 No.1, pp.38 - 58

Received: 06 Aug 2020
Accepted: 11 Jun 2021
Published online: 14 Dec 2022 *