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Analyzing consumer behavior during virtual reality product exploration in e-commerce

Author

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  • Alipour, Panteha
  • Gallegos, Erika E.
  • Sridhar, Shrihari

Abstract

Virtual reality (VR) is increasingly used in online retail to create immersive shopping environments; however, it remains unclear whether greater visual detail enhances or hinders the consumer experience. Rich, realistic environments may heighten immersion and emotional connection, encouraging exploration and purchase, while increased complexity could overwhelm users and raise cognitive load. Clarifying this tension is essential for designing effective VR shopping experiences. This study compares simple and highly detailed desktop VR versions of Apple and Tesla stores using a sample of 55 participants. Results indicate that greater visual detail significantly enhances perceived immersion and engagement, which in turn increases purchase intent, without elevating perceived cognitive load. Individual factors, such as brand familiarity, moderate engagement effects, whereas general tech savviness and gaming frequency have minimal influence. These findings advance immersive marketing theory by identifying perceptual and contextual pathways that drive engagement and purchasing behavior in virtual shopping contexts.

Suggested Citation

  • Alipour, Panteha & Gallegos, Erika E. & Sridhar, Shrihari, 2026. "Analyzing consumer behavior during virtual reality product exploration in e-commerce," Journal of Business Research, Elsevier, vol. 211(C).
    • Handle: RePEc:eee:jbrese:v:211:y:2026:i:c:s0148296326002316
    DOI: 10.1016/j.jbusres.2026.116196
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