*3.3. The E*ff*ect of Environments on the Purchase Intent of Chocolate Products*

The frequencies of purchase intent for three chocolate products (milk, white, and dark) under the three environments (PVR, NVR, and B) are shown in Table 1. In general, milk chocolate had the highest purchase intent (64.2–73.1%) followed by white chocolate (56.7–62.7%), and dark chocolate had the lowest purchase intent (31.3–43.3%). Milk chocolate and white chocolate were not significantly different in their purchase intent under the three environments (*p* > 0.05). However, milk chocolate had significantly higher purchase intent than dark chocolate under the PVR, NVR, and B, respectively (*p* < 0.05). Based on the results, participants tended to be more willing to purchase three chocolate products under PVR, whereas there were no significant differences among PVR, NVR, and B regarding each chocolate type (*p* > 0.05).


**Table 1.** Purchase intent frequencies of chocolate products under different environments.

1 three types of chocolate products (milk, white and dark) were tested under three contextual settings (PVR: positive VR, NVR: negative VR, and B: sensory booth). <sup>2</sup> Cochran's Q test was used together with Marascuilo procedure for multiple pairwise comparisons (*n* = 67); a–c Frequencies with different superscripts within the same column indicate significant differences (Cochran's Q test and Marascuilo procedure, *p* < 0.05).
