Time flies in virtual shopping: Exploring the relationships between relaxation, perceived speed of time and impulse buying
(A2025-124767)

AUTHORS

Heli Hallikainen, University of Eastern Finland; Ihfaz Ahmed, University of Eastern Finland; Tommi Laukkanen, University of Eastern Finland; Mark Leenders, RMIT University

ABSTRACT

To better understand whether a state of relaxation can make “time fly” in virtual shopping and how it reflects to consumers’ purchase behavior, we explore two interrelated research questions: 1) how relaxation relates to perceived speed of time in 360-virtual shopping and 2) whether and how relaxation and perceived speed of time reflect to consumers’ impulse buying. Based on a study of 350 participants in a 360-virtual grocery store, we argue that perceived speed of time operates as a mediating mechanism between relaxation and impulse buying. Telepresence shapes the relationship between perceived speed of time and impulse buying so that the relationship is statistically non-significant when telepresence is low. However, the relationship is positive and statistically significant when telepresence is 3.09 or greater on a 7-point scale.