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Title: Shopping experience 2.0 : an exploration of how consumers are shopping in an immersive virtual reality
Authors: Lau, KW
Lee, PY 
Lau, HF
Keywords: Interactivity
Shopping experience
Virtual experience
Virtual shopping
Immersive environment
Issue Date: 2014
Publisher: Horizon Research Publishing
Source: Advances in economics and business, 2014, v. 2, no. 2, p. 92-99 How to cite?
Journal: Advances in economics and business 
Abstract: Virtual reality creates a sense of immersion. When interaction any business wants to develop an interactive system in an immersive virtual reality, the difficulties are not about how to design a highly interactive interface, but the design of interactive experiences for the consumers. Therefore, the power of interactivity is all about creating experiences in a virtual world. This concept is particularly important in the area of virtual design in ebusiness. The future ebusiness has to enhance consumers' shopping experiences through the interactive design, and trigger their purchase intentions through the design of the interactive experiences. This paper aims to discuss the power of interactivity in virtual shopping domains. Emphasis is placed on (1) the power of interactivity in virtual reality; (2) the shopping experience 2.0: Interactivity, telepresence and vividness; (3) creating consumers' sense of immersion through interactivity and simulation. A pilot research project explored the design of interactivity for upgrading consumers' shopping experiences. Our team develops an augmented reality shop, which is designed with the elements of virtual shopping experience. Based on this designed shop, we invited 61 participants for in-depth interview, after experiencing the augmented reality shop. The result of interview generates six major findings. It highlights the future development of shopping experience 2.0. The research indicates the importance of the human element in the design of interaction. There is a need for future business to studying the human experience closely when developing virtual shopping in virtual worlds for future.
ISSN: 2331-5059
EISSN: 2331-5075
DOI: 10.13189/aeb.2014.020205
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