mpact of Virtual Reality-based Visual Product Displays on Consumers' Purchase Intention

Abstract

The rapid growth of technology has changed the purchasing patterns of consumers. They are attracted to the new technology and appealing designs and purchase the product accordingly. The marketers also use the latest way to attract consumers. The companies try to draw consumers' attention with different displays, which will increase their intent to buy. With the advancement of technology, virtual reality (VR), which may provide highly cooperative, personalized understandings in a simulated context, is significant in the retail industry. VR influences consumer decision-making and is more attractive and appealing than traditional media like still displays. In this study, we explore the different forms of VR-based product displays and which is more effective in increasing the purchase intent of the consumer. We conduct experimental design studies 1 and 2, which further bifurcates into 1a, 1b, 2a, and 2b, which reveal that the VR-based contextual displays have a more significant impact on inspiring the consumer and leading them to positive purchase intention than VR-based imaginative display. Notably, the consumers seek unique elements in buying innovative products, which strengthens the relationship between inspiration and purchase intention. Findings from this study have important applications for retailers that it is vital to include technological displays in stores. These VR-based visual product displays, in particular, may positively affect customers' purchasing decisions. Keywords: Virtual reality, Visual product displays, imaginative display, contextual display, inspiration, need for uniqueness, purchase intention