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Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality

  • S.I. : Virtual Reality, Augmented Reality and Commerce
  • Published:
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Abstract

The popularity of home-based stereoscopic television provides researchers and practitioners with possibilities of bringing stereoscopic virtual reality (StereoVR) at consumers’ home. To further the investigation on the potential development of applying StereoVR in retailing, this research focuses on understanding consumers’ shopping experiences in this new platform. The research team believes that the use of StereoVR has potentials to become a new arena for interactive business. To explore these potential uses of technology in retailing, the team designed and built a StereoVR, called “FutureShop,” for implementing a virtual fashion retailing practices as well as collecting consumers’ responses for further development. Participants are asked to complete a shopping process from product selection to purchase in FutureShop. The factors examined in this research included the consumers’ purchase intention, interactive shopping and hedonic shopping experience. The findings and implications suggest that the StereoVR can make a significant contribution in creating more interactive experiences for apparel retailing by enhancing consumers’ hedonic shopping experiences in the StereoVR.

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Author information

Authors and Affiliations

  1. Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

    Kung Wong Lau

  2. School of Design, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong

    Pui Yuen Lee

Authors
  1. Kung Wong Lau
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  2. Pui Yuen Lee
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Corresponding author

Correspondence to Kung Wong Lau.

Appendix: the questionnaire

Appendix: the questionnaire

1.1 Section A: general information (total 7 questions)

figure a

1.2 Section B: post-tour survey on decision making process (total 11 questions)

figure b

1.3 Section C: post-tour survey on interactive and hedonic experience (total 11 questions)

figure c

1.4 Section D: comments on overall experience (total 5 questions)

figure d

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Lau, K.W., Lee, P.Y. Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality. Virtual Reality 23, 255–268 (2019). https://doi.org/10.1007/s10055-018-0362-3

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  • DOI: https://doi.org/10.1007/s10055-018-0362-3

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