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How virtual reality affects consumer choice

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  • Meißner, Martin
  • Pfeiffer, Jella
  • Peukert, Christian
  • Dietrich, Holger
  • Pfeiffer, Thies

Abstract

With high-immersive virtual reality (VR) systems approaching mass markets, companies are seeking to better understand how consumers behave when shopping in VR. A key feature of high-immersive VR environments is that they can create a strong illusion of reality to the senses, which could substantially change consumer choice behavior compared to online shopping. We compare consumer choice from virtual shelves in two environments: (i) a high-immersive VR environment using a head-mounted display and hand-held controllers with (ii) a low-immersive environment showing products as rotatable 3-D models on a desktop computer screen. We use an incentive-aligned choice experiment to investigate how immersion affects consumer choice. Our investigation comprises three key choice characteristics: variety-seeking, price-sensitivity, and satisfaction with the choice made. The empirical results provide evidence that consumers in high-immersive VR choose a larger variety of products and are less price-sensitive. Choice satisfaction, however, did not increase in high-immersive VR.

Suggested Citation

  • Meißner, Martin & Pfeiffer, Jella & Peukert, Christian & Dietrich, Holger & Pfeiffer, Thies, 2020. "How virtual reality affects consumer choice," Journal of Business Research, Elsevier, vol. 117(C), pages 219-231.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:219-231
    DOI: 10.1016/j.jbusres.2020.06.004
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    7. Shulin Wang & Shanhua Wu, 2023. "Optimizing the Location of Virtual-Shopping-Experience Stores Based on the Minimum Impact on Urban Traffic," Sustainability, MDPI, vol. 15(13), pages 1-25, June.

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