[EN] Virtual reality (VR) in retailing (V-commerce) has been proven to enhance the consumer experience. Thus, this technology is beneficial to study behavioral patterns by offering the opportunity to infer customers' ...
Khatri, Jaikishan; Marín-Morales, Javier; Moghaddasi, Masoud; Guixeres Provinciale, Jaime; Chicchi Giglioli, Irene Alice; Alcañiz Raya, Mariano Luis(Frontiers Media SA, 2022-03-11)
[EN] Virtual reality (VR) is a useful tool to study consumer behavior while they are immersed in a realistic scenario. Among several other factors, personality traits have been shown to have a substantial influence on ...
[EN] The use of virtual reality (VR) technology in the context of retail is a significant trend in current consumer research, as it offers market researchers a unique opportunity to measure purchase behavior more realistically. ...