This study aims to explore how enhancing users’ sensory perceptions, particularly tactile perception, can improve their shopping experience in virtual reality (VR) environments.

• How can stimulating users’ tactile perception improve their shopping experience in VR virtual worlds?
• Can the sound of a product in virtual stores within a VR environment:
  • trigger users’ tactile perception and perceived ownership?
  • enhance users’ satisfaction?
  • increase users’ purchase intention?
  • enhance users’ valuation of the product?

This study utilizes the five stages of design thinking as a framework for prototype development.

In the focus group, participants mentioned that when purchasing products, they want to touch the items to learn about the material, weight, thickness, and temperature. Here are some examples:

A co-design workshop was employed to explore different possibilities and conceptualize new solutions. In the workshop, participants were invited to do the following four tasks:

(1) Prioritization:

• Participants prioritized four product attributes when shopping: material, weight, thickness, and temperature.
• A card sorting activity and MoSCoW prioritization were used to rank these attributes.
• Key finding: “material” was the most crucial.
• Focus shifted to using auditory stimuli to convey material properties.

(2) Sound selection:

• After card sorting, participants auditioned product sounds, gave feedback, and voted for the most suitable option (1 vote each).
• The goal was to identify improvements in sound design.
• Sounds came from Pixabay (2023) and self-recorded sources.

(3) Deciding on the type of virtual store:

• Two low-fidelity VR prototypes were created using Frame VR, with 3D models from Sketchfab.
• Prototypes: one clothing store, one select shop with diverse products.
• Feedback indicated that diverse product categories provide richer insights than a single-category store.
• The next high-fidelity prototypes will focus on a select shop format.

(4) LEGO:

• Participants used LEGO to express their vision of an ideal virtual store in a co-design workshop.
• The activity focused on abstract qualities like “relaxing”.
• LEGO facilitated collaboration and deeper insights, informing future virtual store design principles.

The phytophilic effect on perceptions:

• LEGO activity: a desire for virtual stores to be “relaxing”
• Natural elements, in particular, contribute to creating an ambiance that elicits positive emotional responses (Brengman, Willems, and Joye, 2012; Joye et al., 2011; Tifferet and Vilnai-Yavetz, 2016), such as the use of indoor plants.

Fogg Behaviour Model:

• Fogg’s Behaviour Model (2009): Signals act as a type of trigger, serving as reminders for individuals to perform a behaviour when they already possess the necessary motivation and ability.
• Finger-clicking icons were placed on interactive 3D models that would play sounds when clicked, ensuring that users could easily identify and interact with these elements

This study utilizes the walkthrough evaluation method, as proposed by Sutcliffe and Kaur (2000), to assess the usability of a high-fidelity prototype of a virtual store. This method, grounded in interaction theory, is particularly suited for evaluating the complex dynamics of virtual reality (VR) and 3D graphical user interfaces.

The following are three key modifications:

This study utilizes an experimental method to investigate the research questions. Two prototypes were developed for the experiment, and a within-subjects design was employed. Below are the two prototypes used in the experiment.

The VR store with sound: When participants select a product, it emits the product’s sound.

The VR store without sound: When participants select a product, no sound is emitted.

Research hypotheses

• H1: Compared to a virtual store without product sounds, users will experience higher satisfaction when interacting with a virtual store that includes product sounds.
• H2: Compared to a virtual store without product sounds, users will experience higher perceived ownership when interacting with a virtual store that includes product sounds.
• H3: Compared to a virtual store without product sounds, users will have higher purchase intention when interacting with a virtual store that includes product sounds.
• H4: Compared to a virtual store without product sounds, users will assign higher valuation to products when interacting with a virtual store that includes product sounds.

Results of quantitative analysis

• According to statistical analysis, there was a significant difference in VR store satisfaction, perceived ownership, and purchase intention between the virtual store with sound and the virtual store without sound.
• There was no statistically significant difference in product valuation between the VR store with sound and the one without sound

Description of the Key themes generated following the thematic analysis. Through thematic analysis, three themes were identified as follows:

• Some participants felt a tactile sensation when sounds matched their expectations, like with pillows or necklaces. Others didn’t feel this because they didn’t control the sound-triggering action.
• Improvements suggested include displaying virtual hands, synchronizing hand movements with sounds, and ensuring continuous interaction. For example, seeing a virtual hand touch a cushion before hearing the sound would create a more realistic experience.
• As P6 suggested, “The inability to see my hand may be a technical issue. If I could see my hand and it remained on the product, the experience would feel more authentic.”

The power of sound in stimulating imagination

• When sound effectively stimulates positive situational imagery related to a product, it can significantly enhance users’ purchase intentions, their valuation of the product, and their overall satisfaction.
• P2 and P10 noted how sound evoked dynamic or luxurious imagery, linking products to positive lifestyles or premium contexts.
• P13 mentioned that the dress’s sound “made the material seem thick, like suit fabric, not like pajamas,” and “the sound, combined with the appearance, made me feel that this product has a certain quality.”
• However, mismatched sound can lower product appeal. P3 described negative associations with a necklace when the sound didn’t match her expectations.
• P3 described a necklace’s sound as “cheap, like a bunch of chains laid out at a market for you to pick from,” even though the visual presentation suggested it was a high-end piece of jewelry. The negative sound association ultimately led P3 to doubt the product’s value.
• These insights highlight sound’s dual role in shaping both positive and negative perceptions of product quality.

• Key design recommendations include aligning product sounds with visual appearance, evoking positive imagery, and avoiding negative associations.
• Future research should explore how factors like age, nationality, and cultural background influence sound interpretation.
• Investigating the impact of visible hand movements synced with sound could further enhance tactile experiences in VR.
• Thoughtful sound design can improve satisfaction, perceived ownership, and purchase intentions in virtual stores.