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Shopping in virtual reality: A literature review and future agenda

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  • Xi, Nannan
  • Hamari, Juho

Abstract

Virtual reality (VR) refers to technologies for substituting the perceived reality. With the recent proliferation of consumer-grade head-mounted VR displays, several industries have started to wake up to the possible potential of virtual reality. One typical area in the early stages of the adoption of these technologies is marketing, and especially its sub-areas of retail and shopping. However, there has been a dearth in our understanding of how VR technology has been investigated in retail-related literature. This study systematically reviewed a body of 72 research papers that investigated the application of VR in shopping. The corpus was reviewed for covered research methods, theories, investigated output and input devices, tracking technologies, products and simulated environments, antecedents and consequences. Based on experiment-based studies in the corpus, we assessed the effects of VR and related stimuli on consumer psychology and behavior in the context of shopping. Based on the review, we propose 16 future research avenues pertaining to concepts, themes, methodologies and technologies.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:134:y:2021:i:c:p:37-58
    DOI: 10.1016/j.jbusres.2021.04.075
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    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. Hoang, Sinh Duc & Dey, Sandeep Kumar & Tučková, Zuzana & Pham, Tien Phat, 2023. "Harnessing the power of virtual reality: Enhancing telepresence and inspiring sustainable travel intentions in the tourism industry," Technology in Society, Elsevier, vol. 75(C).
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    12. Pei Li & Chunmao Wu & Charles Spence, 2023. "Comparing the influence of visual information and the perceived intelligence of voice assistants when shopping for sustainable clothing online," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    13. 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).
    14. Shulin Wang & Shanhua Wu, 2023. "Optimizing the Location of Virtual-Shopping-Experience Stores Based on the Minimum Impact on Urban Traffic," Sustainability, MDPI, vol. 15(13), pages 1-25, June.
    15. Bettina Minder & Patricia Wolf & Matthias Baldauf & Surabhi Verma, 2023. "Voice assistants in private households: a conceptual framework for future research in an interdisciplinary field," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
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    Keywords

    VR; XR; AR; Retail; Commerce; Consumption;
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