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IntroductionVR (abbreviated from virtual reality) has been considered as the "next big computing platform, " (Goldman Sachs 2016) as well as one of the "emerging technologies for business" (Gartner 2017). It has gained rapid popularity in various fields, including the retail industry. With developments in technology, the price of computer-based immersive VR systems, such as Oculus and HTC Vive, has fallen, while affordable mobile-based devices such as Samsung Gear VR and Google Cardboard are available in the market. As consumer accessibility of VR technology has improved, marketers now face the new challenge of developing innovative ways to reach consumers by using VR (Van Kerrebroeck et al. 2017).The retail industry expects to achieve a quantum leap through the use of VR.

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