Virtual Reality, Physical Stores (03-05-20)

Pizzi and colleagues investigated the implications of experiencing retail environments physically and virtually.  They determined that “Whereas previous research demonstrated the importance of consumers' hedonic [pleasure-related] and utilitarian shopping orientations in traditional channels, this study examines the potential of a VR store to elicit hedonism and utilitarianism. . . . . Participants were exposed to the same shelf in a VR-based and a physical store. We found . . . VR elicits both utilitarianism and hedonism. . . . behaviors in the VR-based and physical stores compare quite well.”

Gabriele Pizzi, Daniele Scarpi,  Marco Pichierri, and Virginia Vannucci.  2019.  “Virtual Reality, Real Reactions?: Comparing Consumers’ Perceptions and Shopping Orientation Across Physical and Virtual-Reality Retail Stores.”  Computers in Human Behavior, vol. 96, pp. 1-12, https://doi.org/10.1016/j.chb.2019.02.008