...Enrique Bigne; Aline Simonetti; Jaime Guixeres; Mariano Alcaniz Purpose This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual...

...Haejoo Han; Sujin Park; Kyung Hoon Hyun Purpose A series of research has focused on how virtual reality (VR) technology itself influences consumers' perceptions and attitudes. However, little is known about consumers' unique perceptions and behaviours that can be generated by the specific factors...

... stores based on consumers' actual designs and focus group input. The authors then further conceptualized modules to serve as an example for developing modularity in 3D virtual reality (VR) stores. In the diagnosing phase, the authors investigated the modularity structure of cocreating a retail...

...Liangchao Xue; Christopher J. Parker; Cathy Hart Purpose High-street fashion retail faces an uncertain future because of fluctuating consumer shopping habits. To revive fashion retailers, adopting disruptive technologies such as virtual reality (VR) becomes important to offer highly valued...