Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli‐organisms‐responses (S‐O‐r) model

With the rising popularity of immersive virtual reality (iVR) technologies, retailers are increasingly seeking innovative ways to create unique digital shopping experiences for their consumers. However, existing literature lacks a unified and comprehensive review that examines the interplay between...

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Bibliographic Details
Published in:Journal of consumer behaviour 2024-11, Vol.23 (6), p.2781-2811
Main Authors: Erensoy, Aysu, Mathrani, Anuradha, Schnack, Alexander, Elms, Jonathan, Baghaei, Nilufar
Format: Article
Language:English
Subjects:
Consumer behavior
Literature reviews
Popularity
Retailing
Shopping
Stimulus
Virtual reality
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Summary:With the rising popularity of immersive virtual reality (iVR) technologies, retailers are increasingly seeking innovative ways to create unique digital shopping experiences for their consumers. However, existing literature lacks a unified and comprehensive review that examines the interplay between virtual stimuli and consumer behavior in iVR shopping environments. To fill this gap, we conducted a systematic literature review, employing the Stimulus‐Organisms‐Responses (S‐O‐R) model as the underlying theoretical framework. This review analyzed empirical research on consumer behavior in iVR retail environments by focusing on experimental studies. Following the thematic analysis, we categorized the outcomes into descriptive themes to better comprehend consumer behavior within each theme. Our findings provide valuable insights for retailers and marketers aiming to enhance the consumer shopping experience using iVR technologies and suggest directions for future research.
ISSN:1472-0817
1479-1838
DOI:10.1002/cb.2374