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<p>This study examines how spatial presence and copresence shape consumers’ emotional states and behavioural intentions in a virtual retail environment, within a Stimulus–Organism–Response framework. An experiment with 306 coffee consumers exposed to a 360° virtual reality video of a Nespresso boutique measured spatial presence, copresence, emotional states and three behavioural intentions: visiting the physical store, revisiting the virtual store and purchasing the product. Partial least squares structural equation modelling, complemented by covariance-based SEM robustness checks, showed that copresence strongly increased spatial presence, and that both dimensions of presence positively predicted emotional states. Emotional states, in turn, fully mediated the relationships between presence and all three behavioural intentions. Multi-group analysis further indicated that paths from spatial presence and copresence to emotional states differed by gender, whereas other individual-difference controls (age and prior VR experience) showed no systematic effects. The findings refine presence theory by modelling spatial presence and copresence as an interdependent system at the organism level and highlight how different presence-related design cues in VR retail experiences can be leveraged to drive physical store visits, virtual engagement and purchase intentions.</p>

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The influence of sense of presence on emotional states and customer behaviours in a virtual retail environment

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月1日

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  • Gloria Santiago Méndez,
  • Robi Barranco-Merino,
  • Antonio Villanueva Martín,
  • Guillermo Bermúdez-González

摘要

This study examines how spatial presence and copresence shape consumers’ emotional states and behavioural intentions in a virtual retail environment, within a Stimulus–Organism–Response framework. An experiment with 306 coffee consumers exposed to a 360° virtual reality video of a Nespresso boutique measured spatial presence, copresence, emotional states and three behavioural intentions: visiting the physical store, revisiting the virtual store and purchasing the product. Partial least squares structural equation modelling, complemented by covariance-based SEM robustness checks, showed that copresence strongly increased spatial presence, and that both dimensions of presence positively predicted emotional states. Emotional states, in turn, fully mediated the relationships between presence and all three behavioural intentions. Multi-group analysis further indicated that paths from spatial presence and copresence to emotional states differed by gender, whereas other individual-difference controls (age and prior VR experience) showed no systematic effects. The findings refine presence theory by modelling spatial presence and copresence as an interdependent system at the organism level and highlight how different presence-related design cues in VR retail experiences can be leveraged to drive physical store visits, virtual engagement and purchase intentions.