Mohan Krishna Talla

Final Project

Exploring Social Presence in VR Sneaker Store

Examining avatars and dialogue impact in a VR sneaker store on social presence and purchase intent. User-centered approach, prototype development, and insights for immersive VR experiences.

Project focus

What will be the impact of avatar characteristics—specifically Anthropomorphism and Dialogue—on two crucial aspects:
1. The level of perceived Social Presence and
2. Purchase Intention? 

Design Thinking

• Conducted in-depth interviews to understand user needs related to social presence in a virtual sneaker store.
• Developed prototypes integrating theories of Anthropomorphism, Social Presence, Purchase Intention and user insights to influence the perceived level of social presence and purchase intention.
• Conducted a user study to evaluate prototype effects on perceived social presence and purchase intention in the VR sneaker store.

Semi-Structured Interviews

Discover

To understand user perceptions, desires, and pain-points in a VR sneaker shopping experience.

Questions are directed towards understanding

• Spatial Experience & Interactions
• Shopping Journey & Motivations
• Social Connectivity & Insights
• Immersive Qualities & Purchase Intentions

Thematic Analysis & Vision Statement

Define

Vision: Prototype aims to provide an immersive and engaging shopping experience that authentically replicates the ambiance of a physical store while catering to users’ desires, preferences, and expectations. Through the combination of anthropomorphism and dialogue, the envisioned prototype aspires to cultivate a sense of social connection, ensuring a sense of perceived Social Presence.

Role Dynamics & Avatar Design

Develop

In my VR sneaker store project, I delineated roles such as Sneaker Enthusiast and Athlete. Through improv sessions, the Sneaker Enthusiast role resonated most. I designed two dialogues, one infused with sneaker jargon and another more generic. For avatars, I leaned towards human-like features, balancing between photorealistic and illustrative styles for an authentic shopkeeper feel.

Prototype

I crafted a VR sneaker store prototype with Mozilla Spoke, using materials from Sketchfab and refined Nike images from Photoshop. The design emphasized anthropomorphism for relatable avatars, social presence for enhanced immersion, and VSA to drive purchase intentions.

VR Sneaker Store Prototype Demo

Following the prototype’s foundation, delve into the future of retail with my VR sneaker store video. Experience firsthand the innovative design and intuitive interactions that transform sneaker shopping in a virtual realm. It’s more than just a store; it’s the next step in user experience evolution.

User Study

Deliver

A controlled user study with 24 participants was conducted to evaluate the effectiveness of the designed prototypes in terms of perceived social presence and purchase intention.

The sample size was calculated using the G*power tool.

Study Design & Controlled Randomization

Deliver

The study itself was structured with a within-subject design, conducted indoors to ensure controlled settings. Block randomization was employed to minimize bias, resulting in various combinations across multiple prototypes.

Study Measures and Effects Analysis

Deliver

The study evaluated Social Presence and Purchase Intention using scales including 7-point and 5-point Likert scales. Descriptive statistics provided insights into mean scores and standard deviations for these measures.

Analyzing Within-Subject Effects, the study found no statistically significant impacts of the examined factors on Social Presence. Similarly, no significant influences on Purchase Intention were observed from the factors investigated.