Customer Experience through Virtual Reality Online Shopping

Abstract

Abstract: Purpose: In the last two decades, the internet has altered the way that people purchase, supporting the growth of ecommerce sites and the move from traditional retail to online shopping. The advancement of technology has facilitated shopping in online space, providing a great number of opportunities for both customers and businesses. E-shopping has gotten more attention since the advent of COVID-19 in the year 2020. The pandemic has impacted consumers’ lifestyles, buying behavior, and consumption patterns. The proliferation of the internet and technology has helped businesses to survive and sustain the tough tides. Past research has indicated that there are issues of trust, and perceived risks existing in the case of online shopping. To create a strong mechanism against that, online retailers are integrating Virtual Reality technology into their online shopping offerings to attract customers and provide a real-time shopping experience. This research paper aims to understand the role played by VR technology in enhancing the online shopping experience and its overall impact in driving customer satisfaction. Research Design, data, and methodology: Our research design & model hypothesizes the 5 major factors that influence customer buying experience through VR in the e-shopping context: interactivity, escape, flow, personalization and informativeness. Together all these factors determine customer satisfaction in e-shopping