Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli‐organisms‐responses (S‐O‐r) model

TLDR

Immersive virtual reality (iVR) technologies are increasingly popular, prompting retailers to develop unique digital shopping experiences, yet the literature lacks a unified review of how virtual stimuli influence consumer behavior in iVR environments. To address this gap, we conducted a systematic literature review grounded in the Stimulus‑Organisms‑Responses (S‑O‑R) model. The review examined experimental studies on consumer behavior in iVR retail settings and, through thematic analysis, categorized outcomes into descriptive themes to clarify behavioral patterns. Our results offer retailers and marketers actionable insights for improving the iVR shopping experience and outline avenues for future research.

Abstract

Abstract With the rising popularity of immersive virtual reality (iVR) technologies, retailers are increasingly seeking innovative ways to create unique digital shopping experiences for their consumers. However, existing literature lacks a unified and comprehensive review that examines the interplay between virtual stimuli and consumer behavior in iVR shopping environments. To fill this gap, we conducted a systematic literature review, employing the Stimulus‐Organisms‐Responses (S‐O‐R) model as the underlying theoretical framework. This review analyzed empirical research on consumer behavior in iVR retail environments by focusing on experimental studies. Following the thematic analysis, we categorized the outcomes into descriptive themes to better comprehend consumer behavior within each theme. Our findings provide valuable insights for retailers and marketers aiming to enhance the consumer shopping experience using iVR technologies and suggest directions for future research.