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V-Commerce in Retail: Nature and Potential Impact

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Anouk Regt

    (King’s Business School, King’s College London)

  • Stuart J. Barnes

    (King’s Business School, King’s College London)

Abstract

V-commerce is an emerging phenomenon that is gaining traction in marketing and business literature and is becoming specifically more prominent in content related to retail practices. However, interpretations and explanations as to what exactly v-commerce refers to and comprises are inconsistent. This paper addresses the fluid conceptualisation of the v-commerce terminology and advocates the usage of v-commerce terminology exclusively for referring to, and as an abbreviation of, virtual commerce—for which a unified definition will be proposed. Taking a business-to-consumer approach, the current implementations of virtual commerce in the retail sector, as well as the potential and future research implications will be discussed.

Suggested Citation

  • Anouk Regt & Stuart J. Barnes, 2019. "V-Commerce in Retail: Nature and Potential Impact," Progress in IS, in: M. Claudia tom Dieck & Timothy Jung (ed.), Augmented Reality and Virtual Reality, pages 17-25, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-06246-0_2
    DOI: 10.1007/978-3-030-06246-0_2
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    Cited by:

    1. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    2. 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.
    3. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.

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