TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Pfeiffer, Thies
A1  - Meißner, Martin
A1  - Dietrich, Holger
A1  - Pfeiffer, Jella
A1  - Peukert, Christian
T1  - How virtual reality affects consumer choice
JF  - Journal of Business Research
N2  - With high-immersive virtual reality (VR) systems approaching mass markets, companies are seeking to better understand how consumers behave when shopping in VR. A key feature of high-immersive VR environments is that they can create a strong illusion of reality to the senses, which could substantially change consumer choice behavior compared to online shopping. We compare consumer choice from virtual shelves in two environments: (i) a high-immersive VR environment using a head-mounted display and hand-held controllers with (ii) a low-immersive environment showing products as rotatable 3-D models on a desktop computer screen. We use an incentive-aligned choice experiment to investigate how immersion affects consumer choice. Our investigation comprises three key choice characteristics: variety-seeking, price-sensitivity, and satisfaction with the choice made. The empirical results provide evidence that consumers in high-immersive VR choose a larger variety of products and are less price-sensitive. Choice satisfaction, however, did not increase in high-immersive VR.
KW  - Conjoint analysis
KW  - Virtual reality
KW  - Variety-seeking
KW  - Price-sensitivity
KW  - Satisfaction
Y1  - 2020
U6  - https://doi.org/10.1016/j.jbusres.2020.06.004
DO  - https://doi.org/10.1016/j.jbusres.2020.06.004
VL  - 117
SP  - 219
EP  - 231
ER  -