A Systematic Review of Relationship between Virtual Reality & Purchase Behaviour

This study conducts a systematic review to investigate virtual reality's impact on purchase behavior, addressing a critical research gap. Following PRISMA guidelines, this study analyzed 113 scholarly articles from SCOPUS. Using “Antecedents – Consequences - Moderation†framework, the paper synthesizes existing knowledge to explore VR's applications across industries and consumer segments. The study finds that, VR significantly influences consumer purchase behavior, especially among young hedonic consumers. Factors like cost, convenience and VR quality impact VR adoption, while personalized entertainment enhances engagement and sales. The study presents a conceptual framework and outlines future research avenues, emphasizing VR's role in consumer’s preferences in brand. This systematic review has practical relevance. Marketers should consider VR to enhance brand engagement and influence consumer behavior. It is highly suggested to create engaging virtual reality (VR) content, customize it to align with audience preferences, and collaborate with VR specialists. Businesses may set themselves apart by creating captivating virtual experiences. The study emphasizes the substantial impact of virtual reality (VR) on customer behavior, underscoring the need of top-notch VR content and partnering with experts in VR marketing. Moreover, it highlights unexplored research prospects and offers practical insights for experts in the sector, underscoring the significant benefits of employing virtual reality technology.