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For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by incorporating tactile attributes into the online clothing shopping scenario.

This paper presents two online shopping experiments by consumers who purchase online clothing: one experiment involves subjects browsing clothing products on a computer screen; the other one involves subjects touching the clothing fabric while browsing a corresponding product on a computer screen. Based on the stimulus–organism–response (S-O-R) model, a physiological polygraph was used to record the emotional experience of subjects under the stimuli of “sight” and “sight + touch.”

(1) Subjects had a more positive emotional arousal under the stimuli of “sight + touch”; (2) the visual merchandising of clothing and expected touch task affect subjects' overall emotional experience with clothing, and with a good visual experience and expected tactile experience, the subjects showed a more positive emotional valence under the stimuli of “sight + touch”; (3) differing from previous research, this experimental data only supports the hypothesis that the skin conductance indicator is related to the level of emotional arousal, without supporting its correlation with emotional valence. However, the heart rate indicator is correlated with emotional valence but not with emotional arousal.

This work proposes a way to study the tactile attributes of online clothing and enriches the theoretical framework of polygraph and the S-O-R model for the research of online experiential products, and in terms of application, it sheds light on sales strategies of online experiential products for retailers and brand owners.

This study aims to construct a two-step model to examine how passive (mental imagery and immersion) and active (engagement) responses build a spatial presence in 360° virtual tours by constructing the spatial situation. This study further tests the difference between first-time and repeat users in building a spatial presence.

Systematic sampling was applied to collect data. Valid data from 355 participants were analysed using partial least squares structural equation modelling.

The results show that other than the direct effect of engagement on spatial presence, the spatial situation partially mediates the effects on the spatial presence of two passive responses. Through comparative analysis of the three models, this study confirms that the two-step model provides a better fit for the data. For repeat users, the spatial situation is the major source of spatial presence.

The results offer suggestions for destination marketers to develop effective virtual tours to induce the spatial presence of repeat users and first users.

This study contributes a two-step model for researchers to consider the mediating role of the spatial situation in further studies in the context of virtual reality (VR) tourism. This study also helps researchers design their future VR research in tourism by elucidating the roles of passive and active psychological responses in determining spatial presence.

该研究构建了一个两步模型, 以检查被动（心理意象和沉浸）和主动（参与）反应如何通过构建空间情境在 360° 虚拟旅游中构建空间存在。 这项研究进一步测试了初次使用者和重复使用者在建立空间呈现感方面的差异。

本研究应用系统抽样来收集数据。 使用 PLS-SEM 分析了来自 355 名参与者的有效数据。

结果表明, 除了参与对空间存在的直接影响外, 空间情况部分地调节了两种被动反应对空间存在的影响。 通过对三种模型的比较分析, 本研究证实了两步模型可以提供更好的数据拟合。 对于重复用户来说, 空间情境是空间呈现感的主要来源。

研究发现为目的地营销人员提供了建议, 以开发有效的虚拟旅游从而诱导重复用户和首次用户的空间呈现。

本研究为研究人员提供了一个两步模型, 以考虑空间状况在 VR 旅游背景下的进一步研究中的中介作用。 这项研究还通过阐明被动和主动心理反应在确定空间呈现中的作用, 帮助研究人员设计他们未来的旅游 VR 研究。