Work

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

Year: 2024

Type: review

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.

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.2374

Authors: Aysu Erensoy, Anuradha Mathrani, Alexander Schnack, Jonathan Elms, Nilufar Baghaei

Institutions: Massey University, Ministry of Social Development, The University of Queensland

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,190

Funder: Massey University