International Journal of Interdisciplinary Research
Table 1 Experimental studies on the virtual reality experience in shopping context
Study | Context | Stimuli | Focus |
|---|---|---|---|
Gabisch (2011) | Apparel, Food, IT | 3D online virtual world (Second Life) experience | Real world purchase intention, real world purchase behavior |
Domina et al. (2012) | Apparel and fashion | 3D online virtual world (Second Life) experience | Shopping intention within the 3D online virtual world |
van Herpen et al. (2016) | Food products | Comparison among physical-store vs. virtually created VR-based store vs. pictorially represented store shopping experience | Similarity between real-life and VR shopping behavior |
Lau and Lee (2018) | Apparel | Virtually created shopping mall experience | Purchase intention, interactive and hedonic shopping experience |
Park et al. (2018) | Apparel | VR model store visits using HMD | Purchase intention |
Pizzi et al. (2019) | Food products | Comparison between physical-store vs. virtually created VR-based store shopping experience | Store satisfaction |
Jang et al. (2019) | Footwear | VR store using mobile-based HMDs | Experiential shopping value, Approach intention |
Baek et al. (2020) | Apparel | 360-degree VR photos | Brand equity, visit intentions |