An exploratory investigation of shopper behaviour in an immersive virtual reality store
Schnack, A., Wright, M.J. and Holdershaw, J.L., 2020. An exploratory investigation of shopper behaviour in an immersive virtual reality store. Journal of Consumer Behaviour, 19(2), pp.182-195.
The key themes that have been identified within the research article include shopper behaviour, virtual reality experience, gender-related differences in purchase behaviour, shopper in-store behaviour and unplanned purchases. Examining the key themes helps the scholar in knowing about the context of the study.
The purpose of the research study is to examine the recent development in motion-tracked virtual reality that offers a wide range of new possibilities for research using immersive walk-around virtual simulated stores. Furthermore, the research also examines the total time spent by the customers in store, total spending and examining the product handling time in regards to both men and women. The research investigator of the study also examines exploratory findings that help in showing how the participants continue to exhibit realistic shopper behaviours in an alternative virtual simulated store.
The intended audiences for the research paper are academics and customers as the study tries to examine the behaviour of customers towards virtual reality stores and help the scholar in documenting their actions, behaviour, information gathering and purchasing intentions. The research problem that has been discussed within the study explains consumer behaviour such as how private label choices are formed within the store, the effect of horizontal shelf positioning and SKU density on choices. The research problem that has been addressed within the study is the relation between shelf dwell time, pack inspection and purchase.
Yes, there is a discussion as it explains consumer experience, as well as the capacity for research on shopper flow, shelf height effects, unplanned purchasing, and so on.
There were more than 200 references used in the journal article
Yes, all of the references used were relevant to the research questions
Yes, the scholar analysed all of the references such as investigating the use of virtual reality to improve consumer purchasing behaviour. The references used also o compared consumer choices between VSS and purchases in a real grocery store.
The research study carried out the study is quantitative where the survey was used to gather responses from participants, and Snowball sampling was used to select them.
The total sample size considered for the survey was 153 participants aged between 13 to 77 years old. It is important in making comparisons with prior literature, we are interested in determining whether the same theoretical effects can be detected as were found in prior studies.
The research data was collected using statistical analysis using the IBM SPSS package version 24.
The results are presented in tabular format helping the researcher in drawing results out of it. Yes, the results are significant as they examined the total shopping time, the total amount spent, basket size, as well as detailed data about each handled product.
The use of headings and sub-headings makes the scholar clear about the research carried out and about the involvement of research participants.
Know more about UniqueSubmission’s other writing services:
