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A virtual reality and retailing literature review: Current focus, underlying themes and future directions
This literature review reveals the current research focus, underlying themes and prominent research gaps in the Virtual Reality (VR) literature. 89 journal articles from the 22 years are thematically analysed in order to non-obvious reveal interconnections and themes, including research focus over t...
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| Main Authors: | , , |
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| Format: | Default Conference proceeding |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/36050 |
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| _version_ | 1818167725947617280 |
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| author | Liangchao Xue Christopher J. Parker Helen McCormick |
| author_facet | Liangchao Xue Christopher J. Parker Helen McCormick |
| author_sort | Liangchao Xue (5569463) |
| collection | Figshare |
| description | This literature review reveals the current research focus, underlying themes and prominent research gaps in the Virtual Reality (VR) literature. 89 journal articles from the 22 years are thematically analysed in order to non-obvious reveal interconnections and themes, including research focus over time and underlying themes by research discipline. Over half of all papers focus on the need to understand the VR shopping consumer, yet no consensus exists as to what the optimal experience is or how to design effective v-Commerce stores. The most prominent research gaps are related to the unique HCI aspects in v-Commerce that influence shopping behaviours. The impact of this review is establishing the current challenges and future directions for academia in order to make v-Commerce a viable reality. Specifically, future research should focus on develop human factor theory in VR shop design (i.e. social dimension, eye-tracking etc.). |
| format | Default Conference proceeding |
| id | rr-article-9351335 |
| institution | Loughborough University |
| publishDate | 2018 |
| record_format | Figshare |
| spelling | rr-article-93513352018-01-01T00:00:00Z A virtual reality and retailing literature review: Current focus, underlying themes and future directions Liangchao Xue (5569463) Christopher J. Parker (4862320) Helen McCormick (4684666) Design not elsewhere classified Virtual reality Retail e-Commerce Human factors Augmented reality v-Commerce Design Practice and Management not elsewhere classified This literature review reveals the current research focus, underlying themes and prominent research gaps in the Virtual Reality (VR) literature. 89 journal articles from the 22 years are thematically analysed in order to non-obvious reveal interconnections and themes, including research focus over time and underlying themes by research discipline. Over half of all papers focus on the need to understand the VR shopping consumer, yet no consensus exists as to what the optimal experience is or how to design effective v-Commerce stores. The most prominent research gaps are related to the unique HCI aspects in v-Commerce that influence shopping behaviours. The impact of this review is establishing the current challenges and future directions for academia in order to make v-Commerce a viable reality. Specifically, future research should focus on develop human factor theory in VR shop design (i.e. social dimension, eye-tracking etc.). 2018-01-01T00:00:00Z Text Conference contribution 2134/36050 https://figshare.com/articles/conference_contribution/A_virtual_reality_and_retailing_literature_review_Current_focus_underlying_themes_and_future_directions/9351335 CC BY-NC-ND 4.0 |
| spellingShingle | Design not elsewhere classified Virtual reality Retail e-Commerce Human factors Augmented reality v-Commerce Design Practice and Management not elsewhere classified Liangchao Xue Christopher J. Parker Helen McCormick A virtual reality and retailing literature review: Current focus, underlying themes and future directions |
| title | A virtual reality and retailing literature review: Current focus, underlying themes and future directions |
| title_full | A virtual reality and retailing literature review: Current focus, underlying themes and future directions |
| title_fullStr | A virtual reality and retailing literature review: Current focus, underlying themes and future directions |
| title_full_unstemmed | A virtual reality and retailing literature review: Current focus, underlying themes and future directions |
| title_short | A virtual reality and retailing literature review: Current focus, underlying themes and future directions |
| title_sort | virtual reality and retailing literature review: current focus, underlying themes and future directions |
| topic | Design not elsewhere classified Virtual reality Retail e-Commerce Human factors Augmented reality v-Commerce Design Practice and Management not elsewhere classified |
| url | https://hdl.handle.net/2134/36050 |