This study analyses the influence of spatial presence and copresence on consumers' emotional and
behavioural responses in a virtual retail environment. An experiment was carried out in which 306 coffee
consumers viewed a 360° virtual reality video of a Nespresso boutique. Spatial presence, copresence,
emotions (affective destination image) and behavioural intentions (visit and purchase) were measured
through a questionnaire. The results, analysed using PLS-SEM, showed that: spatial presence and
copresence positively predicted positive emotions, which in turn determined behavioural intentions;
copresence increased spatial presence and both dimensions were indirectly related to consumer
intentions; and that, of all the control variables, gender was the only one to moderate the model´s
relationships, particularly the relationships between the sense of presence dimensions and affective
responses. The research contributes to the literature on sense of presence and customer experience by
providing empirical evidence in a retail marketing context. It also provides useful information for
physical and virtual environment designers about the influence of environmental factors on consumers´
perceptions and behaviours.
