Aysu Erensoy, Anuradha Mathrani, Alexander Schnack, Jonathan Elms, Nilufar Baghaei
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引用次数: 0
Abstract
With the rising popularity of immersive virtual reality (iVR) technologies, retailers are increasingly seeking innovative ways to create unique digital shopping experiences for their consumers. However, existing literature lacks a unified and comprehensive review that examines the interplay between virtual stimuli and consumer behavior in iVR shopping environments. To fill this gap, we conducted a systematic literature review, employing the Stimulus‐Organisms‐Responses (S‐O‐R) model as the underlying theoretical framework. This review analyzed empirical research on consumer behavior in iVR retail environments by focusing on experimental studies. Following the thematic analysis, we categorized the outcomes into descriptive themes to better comprehend consumer behavior within each theme. Our findings provide valuable insights for retailers and marketers aiming to enhance the consumer shopping experience using iVR technologies and suggest directions for future research.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.