Analysis of the effect of virtual store experience on customers' creativity by considering the mediating role of perceptual curiosity in Digikala online shopping stores

The present study aims to examine the effect of a virtual store atmosphere on customer creativity, with perceived epistemic curiosity serving as a mediator in Digikala online shopping stores. The research method is a descriptive survey in nature and applied in terms of purpose. In addition, it employs a correlational research methodology. The current study collected data through library research and field methods. All students at the University of Isfahan constituted the statistical population for the present study. The sampling method was convenience sampling, and based on Cochran’s formula, the required sample size was calculated to be 384 individuals, of whom 336 students ultimately completed the questionnaire. A standard questionnaire was used to collect data, and its content validity and reliability were confirmed by experts using Cronbach’s alpha coefficient and composite scale reliability, respectively. SPSS and Smart PLS software were used to analyze the research data. All of the research’s hypotheses were confirmed. The significant effect of virtual store experience on consumers’ creativity, the significant effect of virtual store experience on perceptual curiosity, the significant effect of perceptual curiosity on consumers’ creativity, and the mediating hypothesis of the effect of virtual store experience on customers’ creativity via perceived epistemic curiosity were proven.