A virtual reality and retailing literature review: Current focus, underlying themes and future directions

This literature review reveals the current research focus, underlying themes and prominent research gaps in the Virtual Reality (VR) literature. 89 journal articles from the 22 years are thematically analysed in order to non-obvious reveal interconnections and themes, including research focus over time and underlying themes by research discipline. Over half of all papers focus on the need to understand the VR shopping consumer, yet no consensus exists as to what the optimal experience is or how to design effective v-Commerce stores. The most prominent research gaps are related to the unique HCI aspects in v-Commerce that influence shopping behaviours. The impact of this review is establishing the current challenges and future directions for academia in order to make v-Commerce a viable reality. Specifically, future research should focus on develop human factor theory in VR shop design (i.e. social dimension, eye-tracking etc.)

Bookselling online: an examination of consumer behaviour patterns.

Based upon empirical research, and using a range of methods, this paper examines the behaviour and experiences of consumers in online bookselling settings and offers comparison between online and offline (traditional) bookselling. The research finds that while the convenience of online bookshops is important, the key factors enticing consumers online are a combination of breadth of range, ease of access to obscure titles, as well as personalised recommendations and customer reviews. The research is of value to the book trade, highlighting consumer responses to widely adopted online marketing approaches. The research also contributes to scholarly knowledge in the fields of consumer behaviour, e-marketing and e-commerce in online bookselling, as well as providing findings which can be tested in other online settings, informing future theoretical research

Virtual reality retailing store atmosphere configuration: initial results, research challenges and business opportunities

With the tremendous growth of the ?nternet in the mid 90’s, led consumers to a massive participation in this new retailing channel (Hoffman et al. 1995, Ricciuti 1995). Many research studies have predicted that Internet would be an integral part of customer communications for the following years. In that context, Electronic Store Atmosphere (ESA) is an important factor affecting consumers’ shopping behaviour in the new era of multichannel retailing. While, however, there has been a considerable amount of research focusing on store atmosphere in conventional and web retailing, corresponding research in other electronic channels is generally lacking. This exploratory study aims to investigate the applicability and customization capabilities of Virtual Reality Retailing Store Atmosphere (VRRSA) determinants as well as to address the profile, attitudes and shopping characteristics of Virtual Reality Environments’ (VREs) visitors. In addition, it attempts to justify the need for adopting interdisciplinary research initiatives when studying store atmosphere effects in the context of Virtual Reality Retailing (VRR). The study sets the research agenda and provides theoretical and managerial implications

Retail store design classification in conventional and online (2D and 3D) environments

The present paper reviews the available store design classification studies both in conventional and online retailing. Several studies in the past attempted to classify available retail store formats. However, most of these studies refer to conventional retailing while those referring to online retailing employ mainly an Information Systems approach (e.g. Human-Computer Interaction). Our findings show that there is need for multidisciplinary research, taking into account insights from the management and marketing fields as well, in order to develop classification frameworks for the graphical user interface (GUI) design of all the alternative online retail channels (e.g. 2D Web, 3D Web, mobile, etc.), correspondingly to the available research practice in conventional retailing. Particular emphasis is given to Virtual 3D retail store interfaces by underlying the unique and innovative characteristics and capabilities in such stores

Virtual Reality Internet Retailing (VRIR): experimental investigation of interactive shopping interface – store atmosphere effects on user-consumer behavior

While store atmosphere constitutes an important store selection criterion both in conventional and electronic retailing, corresponding research in the context of virtual reality retailing (VRR) through the Internet is on its infancy. Similarly, while the web based retail stores’ interactive shopping interface effects on consumer behavior have been sufficiently investigated until today, relevant research in the context of virtual reality (e.g. Second Life) is generally lacking. The present study explores VRR through the Internet, giving particular emphasis on the underlying literature and on the resulting key research questions that should be addressed. Furthermore, it investigates VRR store atmosphere (VRRSA) determinants and its potential effects on consumer behavior. The initial findings imply that VRR possesses unique, as well as similar to other retailing channels (e.g. conventional and “traditional” Web) characteristics and functionalities. Finally, the paper sets the future research agenda and highlights emerging research and managerial challenges

Defining, applying and customizing store atmosphere in virtual reality commerce: Back to basics?

This paper studies the concept of Store Atmosphere in Virtual Commerce (V-Commerce) through the Web in order to empirically define its determinants and investigate their applicability and customization capabilities. A series of in depth interviews with field experts (study #1) along with an online questionnaire survey (study #2) served as the data collection mechanisms of the study. The empirical findings suggest that while the social aspect dimension of V-Commerce limits customization capabilities, it provides several innovative options for manipulating Store Atmosphere. Additionally, the results indicate that Store Atmosphere attributes can be grouped in three factors with high average scores concerning the importance users attach to them. Specifically, storefront, store theatrics, colors, music and graphics are grouped in Factor #1 and reflect the “Store’s Appeal”. Crowding, product display techniques and innovative store atmosphere services are grouped in Factor #2 labeled “Innovative Atmosphere”, while store layout constitutes the only attribute included in Factor #3. The paper outlines the theoretical and managerial implications of these research results

Setting the Research Agenda for Store Atmosphere Studies in Virtual Reality Retailing: An Interdisciplinary Approach

Virtual Reality Retailing (VRR) has proved to be an emerging retailing channel with an ongoing economic activity in recent years. There are plenty of virtual worlds where businesses develop, some of which have developed a self-governing economy retaining its own currency. While there has been considerable amount of research as far as store atmosphere is concerned in brick-and-mortar and web retailing, research in the new retailing channel is generally deficient. The growing virtual retailing environment (VRE) resembles but also differs in terms of store atmosphere characteristics both with the traditional and Web environment. The present paper reviews current business practice in virtual worlds and sets the research agenda as far as virtual store atmosphere studies is concerned. To that end, it is attempted to justify the need for adopting interdisciplinary research initiatives when studying store atmosphere effects on consumer behavior in the context of VRR. Specifically, the paper calls for employing established knowledge derived through the Information Systems and Marketing disciplines