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The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing

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  • Farah, Maya F.
  • Ramadan, Zahy B.
  • Harb, Dana H.

Abstract

Virtual reality (VR), as a multi-sensory experience, plays a prominent role in the contemporary business landscape. This paper investigates the effects of the accelerating adoption of head-mounted devices by brands and consumers on retailers’ in-store traffic and discusses how VR could complement the consumer experience across the shopping journey. A qualitative research design interviewing both experts and consumers was adopted. The findings show that there is an expectations’ gap buildup through the usage of VR versus what could be the actual generic in-store experience. Risks and potentials of VR within the shopping journey vis-à -vis brands and retailers are discussed.

Suggested Citation

  • Farah, Maya F. & Ramadan, Zahy B. & Harb, Dana H., 2019. "The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 136-143.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:136-143
    DOI: 10.1016/j.jretconser.2019.02.016
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    5. Myriam Quinones & Ana M. Díaz-Martín & Mónica Gómez-Suárez, 2023. "Retail technologies that enhance the customer experience: a practitioner-centred approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.
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    7. Michele Fiorentino & Marina Ricci & Alessandro Evangelista & Vito Modesto Manghisi & Antonio Emmanuele Uva, 2022. "A Multi-Sensory In-Store Virtual Reality Customer Journey for Retailing: A Field Study in a Furniture Flagship Store," Future Internet, MDPI, vol. 14(12), pages 1-12, December.
    8. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
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    10. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Yunjeong Kim, 2021. "Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    12. Zahy B. Ramadan, 2019. "Brand–brand relational moments," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 705-716, November.
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    14. Monica Cerdan Chiscano & Ana Isabel Jiménez-Zarco, 2021. "Towards an Inclusive Museum Management Strategy. An Exploratory Study of Consumption Experience in Visitors with Disabilities. The Case of the CosmoCaixa Science Museum," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    15. Santos, Susana & Gonçalves, Helena Martins, 2021. "The consumer decision journey: A literature review of the foundational models and theories and a future perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    16. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    17. Patrick Siegfried & Zhu Quankun, 2022. "The Development Prospect Of Retail Virtual Store," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 6(1), pages 14-16, February.
    18. Kim, Seeun & Baek, Tae Hyun & Yoon, Sukki, 2020. "The effect of 360-degree rotatable product images on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    19. Guy Assaker & Wassim Shahin, 2022. "What Drives Faculty Publication Citations in the Business Field? Empirical Results from an AACSB Middle Eastern Institution," Publications, MDPI, vol. 10(4), pages 1-29, November.
    20. Song-yi Youn & Joohye Hwang & Li Zhao & Jong-Bum Kim, 2023. "Privacy paradox in 3D body scanning technology: the effect of 3D virtual try-on experience in the relationship between privacy concerns and mobile app adoption intention," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    21. Ramadan, Zahy B., 2021. "“Alexafying†shoppers: The examination of Amazon's captive relationship strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    22. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    23. 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.
    24. Won-jun Lee & Yong Hee Kim, 2021. "Does VR Tourism Enhance Users’ Experience?," Sustainability, MDPI, vol. 13(2), pages 1-15, January.

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