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How virtual reality affects consumer choice

  • 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.

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Metadaten
Author:Thies PfeifferORCiD, Martin Meißner, Holger Dietrich, Jella Pfeiffer, Christian Peukert
DOI:https://doi.org/10.1016/j.jbusres.2020.06.004
Parent Title (English):Journal of Business Research
Document Type:Article
Language:English
Year of Completion:2020
Release Date:2025/05/30
Tag:Conjoint analysis; Price-sensitivity; Satisfaction; Variety-seeking; Virtual reality
Volume:117
First Page:219
Last Page:231
Institute:Fachbereich Technik
Research Focus Area:Industrielle Informatik