Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms-responses (S-O-R) model

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dc.contributor.authorErensoy A
dc.contributor.authorMathrani A
dc.contributor.authorSchnack A
dc.contributor.authorElms J
dc.contributor.authorBaghaei N
dc.date.accessioned2024-07-12T01:02:55Z
dc.date.available2024-07-12T01:02:55Z
dc.date.issued2024-07-10
dc.description.abstractWith the rising popularity of immersive virtual reality (iVR) technologies, retailers are increasingly seeking innovative ways to create unique digital shopping experiences for their consumers. However, existing literature lacks a unified and comprehensive review that examines the interplay between virtual stimuli and consumer behavior in iVR shopping environments. To fill this gap, we conducted a systematic literature review, employing the Stimulus-Organisms-Responses (S-O-R) model as the underlying theoretical framework. This review analyzed empirical research on consumer behavior in iVR retail environments by focusing on experimental studies. Following the thematic analysis, we categorized the outcomes into descriptive themes to better comprehend consumer behavior within each theme. Our findings provide valuable insights for retailers and marketers aiming to enhance the consumer shopping experience using iVR technologies and suggest directions for future research.
dc.description.confidentialfalse
dc.format.pagination1-31
dc.identifier.citationErensoy A, Mathrani A, Schnack A, Elms J, Baghaei N. (2024). Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms-responses (S-O-R) model. Journal of Consumer Behaviour. (pp. 1-31).
dc.identifier.doi10.1002/cb.2374
dc.identifier.eissn1479-1838
dc.identifier.elements-typejournal-article
dc.identifier.issn1472-0817
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/70161
dc.publisherWiley
dc.relation.isPartOfJournal of Consumer Behaviour
dc.relation.urihttp://doi.org/10.1002/cb.2374
dc.titleConsumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms-responses (S-O-R) model
dc.typeJournal article
massey.relation.uri-descriptionPublished version
pubs.elements-id489627
pubs.organisational-groupCollege of Sciences
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