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A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Liangchao Xue

    (Loughborough University)

  • Christopher J. Parker

    (Loughborough University)

  • Helen McCormick

    (The University of Manchester)

Abstract

This literature review reveals the current research focus, underlying themes and prominent research gaps in the Virtual Reality (VR) literature. 89 journal articles from the 22 years are thematically analysed in order to non-obvious reveal interconnections and themes, including research focus over time and underlying themes by research discipline. Over half of all papers focus on the need to understand the VR shopping consumer, yet no consensus exists as to what the optimal experience is or how to design effective v-Commerce stores. The most prominent research gaps are related to the unique HCI aspects in v-Commerce that influence shopping behaviours. The impact of this review is establishing the current challenges and future directions for academia in order to make v-Commerce a viable reality. Specifically, future research should mainly focus on develop human factor theory in VR shop design (i.e. social dimension, eye-tracking etc.).

Suggested Citation

  • Liangchao Xue & Christopher J. Parker & Helen McCormick, 2019. "A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions," Progress in IS, in: M. Claudia tom Dieck & Timothy Jung (ed.), Augmented Reality and Virtual Reality, pages 27-41, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-06246-0_3
    DOI: 10.1007/978-3-030-06246-0_3
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    Cited by:

    1. Yoonjae Bae & Jungyeon Choi & Munguljin Gantumur & Nayeon Kim, 2022. "Technology-Based Strategies for Online Secondhand Platforms Promoting Sustainable Retailing," Sustainability, MDPI, vol. 14(6), pages 1-37, March.
    2. Shaista Rashid & Amira Khattak & Murtaza Ashiq & Shafiq Ur Rehman & Muhammad Rashid Rasool, 2021. "Educational Landscape of Virtual Reality in Higher Education: Bibliometric Evidences of Publishing Patterns and Emerging Trends," Publications, MDPI, vol. 9(2), pages 1-17, April.

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