The Impact of Virtual Interactivity on Shopper Behaviour

The objective of this chapter is to contribute to the understanding of consumers’ levels of interactivity based around the ‘Online Store Environment Framework’. To this aim, the study has adopted a qualitative and quantitative methodology combined with a neuromarketing test: to measure engagement 3 distinct surveys within three different samples made up of UK female shoppers aged 18–30. This study uses electroencephalography (EEG) has been used to monitor the cerebral activity of a smaller sample whilst interacting with an online fashion retailer (ASOS.com). A theoretical framework has been designed, and a Structural Equation Model (SEM) has been used to statistically confirm it. SEM results reveal strong associations to a video task demonstrating arousal and absorption as well as a social media task showing absorption. Further, the EEG data – related to engagement and emotions – have been tested with ANOVA and correlations. Findings suggest that browsing a website does not necessarily require high levels of attention, while the participation to social media elicits high levels of emotion. Within them, interaction with videos has stimulated high levels of engagement. Thus, suggesting that social media and video content combined in the form of live selling platforms are most advantageous to consumers evoking emotion and engagement leading to purchase/ re-visit intention. The relevance of this article lies on its originality: for the first time, a pure-play fashion retailer has been analysed with both traditional and neuroscientific methods. Findings have implications on the managerial side, as they address emerging future virtual shopping in the metaverse to which there is likelihood of consumers buying more fashion products in the digital world compared to the real world.