How Perceived Informativeness of Virtual Reality Affects Consumers’ Perceived Quality in Co-Production: The Role of Perceived Realism and Product Knowledge
Yan Shi, Xue Xin Yang · International Journal of Human-Computer Interaction · 2025
This study investigates the impact of virtual reality (VR) in home decoration scenarios, where consumers actively participate in the co-production process. An online survey was conducted to collect data from 259 Chinese consumers with prior experience in using VR for home decoration. The results show that perceived realism mediates the effects of perceived informativeness on perceived quality in co-production. Intriguingly, the results also demonstrate that perceived informativeness and product knowledge exhibit substitutability in their influence on perceived realism. Even if consumers possess limited product knowledge, they can still attain a realistic experience provided that the VR offers adequate informational support. This study broadens the horizons of VR research by investigating its application within co-production contexts. This study specifically uncovers the psychological mechanisms that play a crucial role in shaping consumers’ perceived quality within VR-enhanced co-production environments.