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.