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Virtual Reality in Marketing: A Framework, Review, and Research Agenda

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dc.contributor.author Alcañiz Raya, Mariano Luis es_ES
dc.contributor.author Bigné, Enrique es_ES
dc.contributor.author Guixeres, Jaime es_ES
dc.date.accessioned 2020-12-05T04:32:44Z
dc.date.available 2020-12-05T04:32:44Z
dc.date.issued 2019-07-05 es_ES
dc.identifier.uri http://hdl.handle.net/10251/156513
dc.description.abstract [EN] Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in marketing. This article reviews the literature on XRs in marketing, and provides a conceptual framework to organize this disparate body of work. es_ES
dc.description.sponsorship This work was supported by the Spanish Ministry of Science, Innovation and Universities funded project - ATHENEA-DPI2017-91537-EXP and by the European Commission project RHUMBO - H2020-MSCA-ITN-2018-813234 es_ES
dc.language Inglés es_ES
dc.publisher Frontiers Media SA es_ES
dc.relation.ispartof Frontiers in Psychology es_ES
dc.rights Reconocimiento (by) es_ES
dc.subject Virtual reality es_ES
dc.subject Marketing es_ES
dc.subject Virtual commerce es_ES
dc.subject Consumer neuroscience es_ES
dc.subject E-commerce es_ES
dc.subject 3D user interface es_ES
dc.subject Presence es_ES
dc.subject Psychophysiological assessment es_ES
dc.subject.classification EXPRESION GRAFICA EN LA INGENIERIA es_ES
dc.title Virtual Reality in Marketing: A Framework, Review, and Research Agenda es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.3389/fpsyg.2019.01530 es_ES
dc.relation.projectID info:eu-repo/grantAgreement/EC/H2020/813234/EU/modelling and pRedicting Human decision-making Using Measures of subconscious Brain processes through mixed reality interfaces and biOmetric signals/ es_ES
dc.relation.projectID info:eu-repo/grantAgreement/AEI//DPI2017-91537-EXP/ES/LAS FUTURAS FABRICAS DE LA REALIDAD: UN NUEVO PARADIGMA PARA LA MODELIZACION Y PREDICCION DEL COMPORTAMIENTO HUMANO MEDIANTE EL USO DE ENTORNOS VIRTUALES DE REALIDAD MIXTA/ es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Departamento de Ingeniería Gráfica - Departament d'Enginyeria Gràfica es_ES
dc.description.bibliographicCitation Alcañiz Raya, ML.; Bigné, E.; Guixeres, J. (2019). Virtual Reality in Marketing: A Framework, Review, and Research Agenda. Frontiers in Psychology. 10:1-15. https://doi.org/10.3389/fpsyg.2019.01530 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.3389/fpsyg.2019.01530 es_ES
dc.description.upvformatpinicio 1 es_ES
dc.description.upvformatpfin 15 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 10 es_ES
dc.identifier.eissn 1664-1078 es_ES
dc.identifier.pmid 31333548 es_ES
dc.identifier.pmcid PMC6624736 es_ES
dc.relation.pasarela S\394609 es_ES
dc.contributor.funder Agencia Estatal de Investigación es_ES
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