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Virtual bodies, real decisions? Embodiment, social interaction and immersion in a virtual reality context

Author

Listed:
  • Patricia Criado Azofra
  • Sonia San Martín Gutiérrez

Abstract

The emergence of new technologies such as virtual reality (VR) has caused a change in how companies and consumers approach shopping. VR offers immersive environments that enrich shopping experiences. The objective of this paper is to explore the impact of VR on the navigation and buying and selling process, analyzing embodiment, immersion, and social interaction in a metaverse. A quasi-experiment with VR glasses was carried out, with a pre-and post-questionnaire, to determine the perception of embodiment, the feeling of immersion, and buying intention when surfing on a metaverse.

Suggested Citation

  • Patricia Criado Azofra & Sonia San Martín Gutiérrez, 2024. "Virtual bodies, real decisions? Embodiment, social interaction and immersion in a virtual reality context," DOCFRADIS Working Papers 2407, Catedra Fundación Ramón Areces de Distribución Comercial, revised Nov 2024.
    • Handle: RePEc:ovr:docfra:2407
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/ykh8l_DOCFRADIS_2024_2407.pdf
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    More about this item

    Keywords

    virtual reality; immersion; embodiment; social interaction; avatar;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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