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|Title: ||A virtual reality and retailing literature review: Current focus, underlying themes and future directions|
|Authors: ||Xue, Liangchao|
Parker, Christopher J.
|Keywords: ||Virtual reality|
|Issue Date: ||2018|
|Citation: ||XUE, L., PARKER, C.J. and MCCORMICK, H., 2018. A virtual reality and retailing literature review: Current focus, underlying themes and future directions. Presented at the 4th International Augmented and Virtual Reality (AR & VR) Conference 2018: The Power of AR & VR for Business, Manchester, 21-22nd June.|
|Abstract: ||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.).|
|Description: ||This paper is in closed access until 12 months after publication.|
|Version: ||Accepted for publication|
|Publisher Link: ||https://www2.mmu.ac.uk/creativear/conferences/2018-augmented-and-virtual-reality-conference/|
|Appears in Collections:||Closed Access (Design School)|
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