Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption

Peukert, Christian; Pfeiffer, Jella; Meißner, Martin; Pfeiffer, Thies; Weinhardt, Christof

doi:10.1080/07421222.2019.1628889

Cited by 140 publications

(98 citation statements)

References 83 publications

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“…With this boost of virtual technology development, the consumer's shopping experience could be enriched, allowing a unique form of time and space that is substantially different from 2D web-based shopping (Lau et al, 2013). Peukert et al (2019) investigating across two different shopping environments, found that participants valued the utilitarian and particularly the hedonic dimensions of VR shopping, which indicates that investments in building VR shopping environments could be profitable for retailers and customers. To sum up, online shopping in a Virtual Reality environment could provide many benefits.…”

Section: Virtual Reality In Online Shoppingmentioning

confidence: 99%

“…How they interplay with one another is meaningful. However, the central characteristic of VR technology is the degree of immersion that such a system could potentially deliver (Peukert et al, 2019). According to Baus and Bouchard (2014), the level of immersion is caused by the number and the level of interactions and the extent and realism of actions implemented in the virtual environment.…”

Section: Virtual Realitymentioning

confidence: 99%

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An Experimental Study to Investigate the Potential of Online Shopping in Immersive Virtual Realities Compared to Conventional Online Shops

Engelmann

Wallstein

Hitzler

2019

IJVR

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Immersive virtual reality technology enables the experience of feeling ‘presence’, that is, to have the feeling of being in an immersive computer-supported room. Because these technologies are used increasingly in private households, retailers are very interested in using them as a new sales opportunity. In our experimental study we investigated whether VR-based online shops could be more profitable for them compared to conventional online shops. The following results were found: A VR-based online shop generated a more real perception of the objects, and more interest in buying them. In addition, the shopping experience in the VR-based online shop was perceived as very exciting. However, the amount of acquired knowledge and the influence on the attitude of the buyer seemed to depend on the object type. Despite the limitations of this experimental study due to its focus on internal validity, the results point to the potential of immersive VR-based online shops as a new distribution channel.

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Section: Virtual Reality In Online Shoppingmentioning

confidence: 99%

Section: Virtual Realitymentioning

confidence: 99%

An Experimental Study to Investigate the Potential of Online Shopping in Immersive Virtual Realities Compared to Conventional Online Shops

Engelmann

Wallstein

Hitzler

2019

IJVR

View full text Add to dashboard Cite

show abstract

“…Pfeiffer et al: Gaze-Based Classification of Consumer Search Behavior user adoption via a hedonic path (Peukert et al 2019). Burke (2018) and Bonetti et al (2018) argued that VR and AR technology has the potential to provide more emotionally engaging customer experiences during the purchase journey.…”

Section: Benefits Of Virtual Reality Asmentioning

confidence: 99%

“…When technical problems such as low resolution are resolved in future equipment, the full potential of VR shopping might unfold. This will also apply to utilitarian values (Peukert et al 2019), for example, because of enriched possibilities to evaluate the size, color, or style of products such as apparel or furniture (Lau and Lee 2019). Cowan and Ketron (2019) emphasized that VR environments may reinforce customer participation and cocreation if the environment generates a high level of engagement, interaction, and enjoyment.…”

Section: Benefits Of Virtual Reality Asmentioning

confidence: 99%

Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning: Evidence from Experiments in Physical Shops and Virtual Reality Shopping Environments

Pfeiffer

Meißner

et al. 2020

Information Systems Research

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How can we tailor assistance systems, such as recommender systems or decision support systems, to consumers’ individual shopping motives? How can companies unobtrusively identify shopping motives without explicit user input? We demonstrate that eye movement data allow building reliable prediction models for identifying goal-directed and exploratory shopping motives. Our approach is validated in a real supermarket and in an immersive virtual reality supermarket. Several managerial implications of using gaze-based classification of information search behavior are discussed: First, the advent of virtual shopping environments makes using our approach straightforward as eye movement data are readily available in next-generation virtual reality devices. Virtual environments can be adapted to individual needs once shopping motives are identified and can be used to generate more emotionally engaging customer experiences. Second, identifying exploratory behavior offers opportunities for marketers to adapt marketing communication and interaction processes. Personalizing the shopping experience and profiling customers’ needs based on eye movement data promises to further increase conversion rates and customer satisfaction. Third, eye movement-based recommender systems do not need to interrupt consumers and thus do not take away attention from the purchase process. Finally, our paper outlines the technological basis of our approach and discusses the practical relevance of individual predictors.

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“…While cartographers have not made a generally accepted decision on whether and how to apply the term scale to GeoIVE, researches from other disciplines define virtual replicas rather arbitrarily as 1:1 scaled (Combe et al 2008;Shao et al 2012), true-to-scale (Peukert et al 2019;Koller et al 2019) or full-scale (Pober and Cook 2019) models. Without going into linguistic detail here, we feel that the label 1:1 scaled provides a suitable working definition to describe the relationship between virtual and physical reality as it fits in with cartographic conventions and avoids verbal ambiguity.…”

Section: On Scale In Cartographymentioning

confidence: 99%

Cartographic Scale in Immersive Virtual Environments

Hruby

Castellanos

Ressl

2020

KN J. Cartogr. Geogr. Inf.

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Scale has been a defining criterion of mapmaking for centuries. However, this criterion is fundamentally questioned by highly immersive virtual reality (VR) systems able to represent geographic environments at a high level of detail and, thus, providing the user with a feeling of being present in VR space. In this paper, we will use the concept of scale as a vehicle for discussing some of the main differences between immersive VR and non-immersive geovisualization products. Based on a short review of diverging meanings of scale we will propose possible approaches to the issue of both spatial and temporal scale in immersive VR. Our considerations shall encourage a more detailed treatment of the specific characteristics of immersive geovisualization to facilitate deeper conceptual integration of immersive and non-immersive visualization in the realm of cartography.

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Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption

Cited by 140 publications

References 83 publications

An Experimental Study to Investigate the Potential of Online Shopping in Immersive Virtual Realities Compared to Conventional Online Shops

An Experimental Study to Investigate the Potential of Online Shopping in Immersive Virtual Realities Compared to Conventional Online Shops

Eye-Tracking-Based Classification of Information Search Behavior Using Machine Learning: Evidence from Experiments in Physical Shops and Virtual Reality Shopping Environments

Cartographic Scale in Immersive Virtual Environments

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