## 3 Results and Discussion
### Interaction Effect between Spatial Perception Ability and Perceptual Conflict  
In VR environments, spatial perception determines users' ability to identify their positions and directions and quickly navigate to their destinations. A loss of spatial  
Figure 11: Interaction effect between navigation system and signage system on SSQ.  
Figure 10: Interaction effect between navigation system and signage system on spatial perception ability.  
perception may result in the loss of spatial orientation. It can cause users to improperly position themselves or operate the VR equipment incorrectly, thus increasing their risk of cybersickness. Additionally, users may experience cybersickness symptoms in VR environments, such as eye fatigue, headaches, dry mouth, bloating, and dizziness, after losing their spatial perception ability. This study determined which of the two (spatial perception ability and perceptual conflict) had a more significant influence on the other.  
According to the regression analysis results, the influence coefficient of spatial perception ability on perceptual conflict was \(-0.267\), indicating no significance (\(t=-1.513\), \(p=0.145\)). The influence coefficient of perceptual conflict on spatial perception ability was \(-0.353\), indicating no significance (\(t=-1.513\), \(p=0.145\)). Therefore,  
H5 was rejected.  
H6 was rejected.  
Although the interaction effect between spatial perception ability and perceptual conflict was insignificant, some issues should be discussed.  
First, spatial perception ability negatively affected perceptual conflict; for each point increase in the spatial perception score, the perceptual conflict scores (SSQ) decreased by 0.267 points. Additionally, perceptual conflict also negatively affected spatial perception ability. For each point increase in the perceptual conflict scores (SSQ), the spatial perception ability score decreased by 0.353 points. The results showed that perceptual conflict had a more substantial effect on spatial perception ability. This result indicated that, despite the mutual causal relationship between perceptual conflict and spatial perception ability, the influence through which perceptual conflict affected spatial perception ability was more significant than the influence through which spatial perception ability affected perceptual conflict. This result suggests that, after consumers entered the 3D virtual retail store, feelings of cybersickness due to improper system operation and posture significantly reduced their spatial perception abilities.  
Second, in the absence of signage, single map-based navigation was incomplete and challenging for the participants to establish spatial knowledge. As a result, consumers might continue to search back and forth for products due to a lack of landmark knowledge; therefore, cybersickness occurred quickly. Under perception conflict, consumers' spatial perception ability worsened. As a result, cybersickness became more severe. The result of the vicious cycle made consumers hate 3D virtual stores. Therefore, improving spatial perception ability and reducing cybersickness are critical factors in developing 3D virtual retail stores. Combining cross-zone navigation and signage could achieve this effect.