Loughborough University
Leicestershire, UK
LE11 3TU
+44 (0)1509 263171
Loughborough University

Loughborough University Institutional Repository

Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/36050

Title: A virtual reality and retailing literature review: Current focus, underlying themes and future directions
Authors: Xue, Liangchao
Parker, Christopher J.
McCormick, Helen
Keywords: Virtual reality
Retail
e-Commerce
Human factors
Augmented reality
v-Commerce
Issue Date: 2018
Publisher: Springer
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
URI: https://dspace.lboro.ac.uk/2134/36050
Publisher Link: https://www2.mmu.ac.uk/creativear/conferences/2018-augmented-and-virtual-reality-conference/
https://www.springer.com/gb/
Appears in Collections:Closed Access (Design School)

Files associated with this item:

File Description SizeFormat
Xue, Parker, McCormick - 2018 - A Virtual Reality and Retailing Literature Review Current Focus, Underlying Themes and Future Direction.pdfAccepted version973.16 kBAdobe PDFView/Open

 

SFX Query

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.