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Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows

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  • Jung, Jaesuk
  • Yu, Jihye
  • Seo, Yuri
  • Ko, Eunju

Abstract

Virtual reality (VR) offers a new medium for marketing communications, where consumers are immersed into technologically synthesized ‘real-use’ experiences of products and services. In this study, we theorize and investigate empirically how consumers derive meanings from VR experiences. Using the ZMET technique, we uncover three themes: VR as democratization, VR as embodied escapism, and VR as actualized anxiety. Our focus on the consumption meanings of VR experiences provides an illuminating entrée into the discussion of how this technology is likely to shape marketing communications and consumer behavior in the foreseeable future.

Suggested Citation

  • Jung, Jaesuk & Yu, Jihye & Seo, Yuri & Ko, Eunju, 2021. "Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows," Journal of Business Research, Elsevier, vol. 130(C), pages 517-524.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:517-524
    DOI: 10.1016/j.jbusres.2019.10.038
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    References listed on IDEAS

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    Cited by:

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    3. Konrad Biercewicz & Urszula Chrąchol-Barczyk & Jarosław Duda & Małgorzata Wiścicka-Fernando, 2022. "Modern Methods of Sustainable Behaviour Analysis—The Case of Purchasing FMCG," Sustainability, MDPI, vol. 14(20), pages 1-24, October.
    4. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    6. Peschel, Anne O. & Frank, Darius-Aurel & Blumenkranz, Daniel & Steinmann, Sascha, 2024. "Visual fidelity in the metaverse matters for memory performance," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    7. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. Shuvam Chatterjee & Pawel Bryla, 2023. "Mapping consumers’ semi-conscious decisions with the use of ZMET in a retail market setup," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 221-232, June.

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