A Multidisciplinary Examination of 3D Virtual Shopping Environments: Effects on Consumer Perceptual and Physiological Responses

Manveer Kaur Mann, Yuping Liu-Thompkins, Ginger S. Watson, Yiannis E. Papelis

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

6 Scopus citations

Abstract

3D virtual reality technology can be used to create innovative virtual store environments capable of delivering unique and engaging shopping experiences. However, the value of using such an advanced technology has not been fully exploited yet. This study brings together knowledge from marketing, psychology, and engineering disciplines to investigate the role of immersive 3D virtual reality in enhancing consumer experience in an online store environment. We propose to design an immersive 3D virtual store and use psychological (cognitive elaboration, perceived diagnosticity, and perceived value) and physiological (neuroimaging) measures to examine how consumers respond to the 3D environment versus a 2D environment. By doing so, this study will illustrate the potential of 3D virtual reality in delivering more appealing shopping experiences than the traditional 2D interface featured by most existing online retail websites. Thus, the findings of this study can be the harbinger of future development of virtual shopping environments.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages752-755
Number of pages4
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Cognitive Elaboration
  • Consumer Research
  • Online Shopping
  • Purchase Intention
  • Store Environment

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