Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research

Meißner, Martin; Pfeiffer, Jella; Pfeiffer, Thies; Oppewal, Harmen

doi:10.1016/j.jbusres.2017.09.028

Cited by 189 publications

(126 citation statements)

References 48 publications

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“…For example, van't Riet et al (2016) and Ketelaar et al (2018) used a CAVE system to investigate the effect of location-based advertising on attitudes and the intention to buy the advertised product. Moreover, CAVE systems have been combined with eye tracking to examine consumer choice, eye movement, and store navigation (Bigné, Llinares, & Torrecilla, 2016), an approach that has also been discussed in detail by Meißner, Pfeiffer, Pfeiffer, and Oppewal (2019).…”

Section: Validation Of Shopper Metrics In Desktop Vsssmentioning

confidence: 99%

An exploratory investigation of shopper behaviour in an immersive virtual reality store

Schnack

Wright

Holdershaw

2019

J of Consumer Behaviour

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Shopper research has long been undertaken with physical simulated stores and desktop‐operated virtual stores. However, recent developments in motion‐tracked virtual reality offer a range of new possibilities for research using immersive walk‐around virtual simulated stores. To date, there is little knowledge published on the authenticity of shopper behaviour in such immersive virtual environments. The present study therefore reports exploratory results from 153 multicategory shopping trips conducted in an immersive virtual convenience store. Observed shopper metrics and theoretical effects are compared with equivalent data obtained from published sources and found to be consistent across all measures. Specifically, shoppers purchase a plausible share of private label brands, more private label brands in lower consumption pleasure product categories, more products from higher compared with lower shelf positions, make a plausible proportion of impulsive purchases, and spend less time inspecting familiar versus unfamiliar brands. Further, time in‐store, total spending, and product handling time are higher for women than for men. These exploratory findings show that participants continue to exhibit realistic shopper behaviours in an immersive virtual simulated store. Such stores are therefore a cost‐effective alternative to other methods for measuring consumer behaviour. They offer significant potential for innovative experimental designs in consumer research, as well as potential for future use as a digital shopping channel.

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Section: Validation Of Shopper Metrics In Desktop Vsssmentioning

confidence: 99%

An exploratory investigation of shopper behaviour in an immersive virtual reality store

Schnack

Wright

Holdershaw

2019

J of Consumer Behaviour

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“…Given the advantages of using VR to understand consumers and predict real-world behavior (Loomis et al, 1999;Meißner et al, 2017) it is surprising that marketers' use of VR remains sparse (Eye Faster, 2017). Thus, how can marketing scholars apply VR to extend the boundaries of knowledge in more realistic and technologically advanced ways?…”

Section: Introductionmentioning

confidence: 99%

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Cowan

Ketron

2019

EJM

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Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research; thus, the objective of this systematic literature review is to provide such a framework and highlight research opportunities. Approach: First, after conducting a systematic literature review, we highlight VR themes instrumental to flow and propose a typology for VR research using realism-fantasy and immersion as dimensions. Next, we review the current state of empirical research for each quadrant. Finally, we synthesize research within each quadrant, specifying criteria and considerations for conducting research. In doing so, we propose an agenda for marketing research, centered on methodological, future studies, and consumer-related contributions. Findings: VR themes instrumental to flow include the avatar, application quality, and interactivity. We find, contrary to some conceptualizations of VR, that all applications are capable of producing flow. Conflicting research and gaps are highlighted in the findings section and summarized in Table 3. Additionally, while prior research seems to draw from findings of other VR applications in advancing knowledge in general, the results of the literature review suggest that VR applications should be treated uniquely. Finally, we propose highly immersive VR applications as more conducive to future studies research. Originality/value: The objective of this paper is to examine varying opportunities for VR research given flow and fantasy potential and to prioritize VR research.

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“…While there are no existing studies adopting exactly the same marketing and sales funnel items by Kotler et al [69] and by doing so reflecting the marketing and sales potentials of VR, there are some other existing studies and findings showing the marketing and sales benefits of VR technologies. According to a recent literature review [39], research on VR in marketing use covers topics such as store interior analyses [17,24,45] with a focus on customer experiences and responses, new product development [47], service configurations and decision analytics by the help of gaze tracking [42,72], interactions between companies or brand and customers, improving customer experiences by using experiential marketing [60], application feature analysis including avatars, and communication and social media research that is mostly focused on exploring future perspectives associated with social media platforms [32]. Central for the VR use is the flow [18,40] which attributes to increased intention to purchase [2].…”

Section: Framework Evaluationmentioning

confidence: 99%

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

Holopainen¹,

Mattila

Pöyry

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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This study introduces a framework to align various perceptions and objectives that different stakeholders have at the beginning of a Design Science Research (DSR) process and consolidate them into stakeholders' strategies and theory-ingrained design artifacts. We coin this framework as Stakeholder Strategy and Design Alignment (SSDA). As an application area, we concentrate on a Virtual Reality (VR) application designed for marketing and sales purposes. The empirical testing of the framework shows that the marketing and sales potential of the application are, indeed, perceived very differently among three stakeholder groups: company representatives, developers and customers. In addition to the introduction of a new DSR framework, the study sheds light to the applicability of VR technologies for marketing and sales use.

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Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research

Cited by 189 publications

References 48 publications

An exploratory investigation of shopper behaviour in an immersive virtual reality store

An exploratory investigation of shopper behaviour in an immersive virtual reality store

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

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