Virtual reality retailing on the web: emerging consumer behavioural patterns

Abstract

Virtual reality retailing (VRR) on the web constitutes an emerging shopping channel offering a plethora of innovative human-computer interaction capabilities. However, research in this field is in its infancy. This paper explores emerging consumer behavioural patterns as well as VRR store layout effects on consumer behaviour. The results indicate that consumers visit this virtual world mainly for entertainment and socializing purposes, while product variety and safety in transactions are the most important store selection criteria. The layout does not influence ease of use, perceived usefulness, entertainment, time spent within the store, promotional and impulse purchases. This finding could be probably explained by the innovative navigational capabilities offered to VRR store visitors (e.g. consumers can ‘fly’ within the store and, therefore, are not restricted in a particular store structure). The paper sets a future research agenda as well as providing some direct managerial implications.