EXPLORING VIRTUAL REALITY POTENTIAL IN ENHANCING CONSUMERS’ SHOPPING EXPERIENCE

Abstract

Effectively designing electronic stores is essential for the success of online businesses. An effective e-store implies that customers would have a good shopping experience. Most of the online stores use 2D models and VR interfaces to e-commerce sites have recently begun to appear on the internet promising to dramatically enhance the online shopping experience. However, not many studies looked at this relationship. This paper aims at exploring VR potential in enhancing consumers’ shopping experience in comparison with the 2D sites on one hand, and between selected VR applications on the other. Also, this paper looks at the effect of having a VR store on consumers’ store choice. The results of this study show that VR interfaces, if used smartly, have a huge impact in enhancing consumers’ shopping experience. Also, a significant relationship was found between having an enjoyable experience and consumers’ store choice.