Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli‐organisms‐responses (S‐O‐r) model

IF 4.4 3区 管理学 Q2 BUSINESS
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.
沉浸式虚拟现实零售环境中的消费者行为:使用刺激-组织-反应(S-O-r)模型的系统性文献综述
随着沉浸式虚拟现实(iVR)技术的日益普及,零售商越来越多地寻求创新方法,为消费者创造独特的数字购物体验。然而,现有文献缺乏对 iVR 购物环境中虚拟刺激与消费者行为之间相互作用的统一而全面的综述。为了填补这一空白,我们采用刺激-组织-反应(S-O-R)模型作为基础理论框架,进行了系统的文献综述。本综述以实验研究为重点,分析了有关 iVR 零售环境中消费者行为的实证研究。在进行主题分析后,我们将结果归类为描述性主题,以便更好地理解每个主题中的消费者行为。我们的研究结果为旨在利用 iVR 技术提升消费者购物体验的零售商和营销人员提供了宝贵的见解,并为未来的研究指明了方向。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
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.
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