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Shopping in a Virtual Reality: A Stimulus-Organism-Response (S-O-R) Based Systematic Literature Review

Author

Listed:
  • Sophia Elsholz

    (Technische Universität Berlin, Chair of Information and Communication Management)

  • Jakob J. Korbel

    (Technische Universität Berlin, Chair of Information and Communication Management)

  • Rüdiger Zarnekow

    (Technische Universität Berlin, Chair of Information and Communication Management)

Abstract

The virtual reality (VR) technology has become increasingly relevant in recent years due to the advantages that occur through the representation of the real within a virtual world. One promising application area of VR is virtual shopping, i.e., providing customers with the ability to visit virtual stores instead of purchasing products on 2D websites or brick-and-mortar stores. To gain insights into the opportunities of the technology in the realm of shopping, we emphasize and discuss the literature on the use of VR for shopping based on a systematic literature review, thereby deepening our understanding of virtual retail concepts and synthesizing the empirical evidence on the advantages of VR. For this purpose, we developed a stimulus-organism-response (S-O-R) based framework to summarize the key findings. The results comprise suggestions for VR shopping applications as well as possible future research avenues.

Suggested Citation

  • Sophia Elsholz & Jakob J. Korbel & Rüdiger Zarnekow, 2025. "Shopping in a Virtual Reality: A Stimulus-Organism-Response (S-O-R) Based Systematic Literature Review," Lecture Notes in Information Systems and Organization,, Springer.
    • Handle: RePEc:spr:lnichp:978-3-031-80119-8_24
    DOI: 10.1007/978-3-031-80119-8_24
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    Keywords

    Virtual reality; VR; Retail; Shopping; SOR;
    All these keywords.

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