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Understanding Contemporary Research on Digital Virtual Consumption: A Systematic Literature Review

In: Advanced Technologies in Business, Volume II

Author

Listed:
  • Adrian Kristiansen

    (Nord University)

  • Anastasiya Henk

    (Nord University)

  • Frank Lindberg

    (Nord University)

Abstract

The chapter explores contemporary research on digital virtual consumption (DVC) and synthesizes 98 studies to identify prevailing research approaches and their contributions to the understanding of virtual consumer experiences. The review focuses on digital virtual reality contexts, where consumers experience autonomy, mediated through avatars, and delineates four dominant perspectives in the literature. (1) Object interaction approach highlights the importance of virtual objects in shaping consumer behaviour, while the (2) liminal transition approach examines the transformative experience of entering virtual spaces. (3) The ludic-narrative approach views virtual consumption as a dynamic interplay of story and play, and the (4) socio-cultural approach considers the influence of societal norms and structures on consumption patterns. This review outlines the current state of research on digital virtual consumption and suggests new theoretical (assemblage theory and embodiment) and methodological (virtual ethnographic approach) avenues for further research on DVC.

Suggested Citation

  • Adrian Kristiansen & Anastasiya Henk & Frank Lindberg, 2026. "Understanding Contemporary Research on Digital Virtual Consumption: A Systematic Literature Review," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Shahriar Akter & Md Afnan Hossain & Hélène Yildiz & Demetris Vrontis & Alkis Thrassou (ed.), Advanced Technologies in Business, Volume II, chapter 0, pages 165-192, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-032-03492-2_6
    DOI: 10.1007/978-3-032-03492-2_6
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