Table 1 Measurements’ reliability and descriptive statistics

Vividness

The VR store was helpful in imagining the situation where I’m shopping

The VR store was helpful in visualizing the situation where I’m shopping

The VR store was helpful in imagining the situation where I’m seeing the product while shopping

Interactivity

In the VR store, I can freely choose what I want

The VR store is controllable by the user

Telepresence

While using the VR store, I felt like I was actually at the store

While using the VR store, I felt that the visible scene was part of the actual store

While using the VR store, I could easily recognize the atmosphere of the store

While using the VR store, I felt like I could touch the products and things in the store

While using the VR store, I felt things in VR stores were real

Experiential shopping value

I think the service of the VR store is excellent

I think the VR store offers expert service

The VR store is aesthetically appealing

I like the visual design of the VR store

Using the VR store is enjoyable

I feel happy when I experience the VR store

Using the VR store makes me cheerful

Using the VR store is helpful for shopping

Using the VR store enhances shopping effectiveness

Approach intention

I would enjoy shopping in this VR store

I like this VR store environment

I would avoid visiting this VR store. (reversed)

I would like to spend time browsing in this VR store

I want to avoid looking around or exploring the VR store. (reversed)

This VR store is likable