A Customised Virtual Reality Shopping Experience Framework Based on Consumer Behaviour: 3DR3CO

This paper explores the diverse techniques used by brick-and-mortars and e-commerce platforms through interactive content to trigger emotional responses that bolster purchase intentions. Due to a saturated and competitive market both entities are constantly in search of novel technologies to overcome limitations and distinguish themselves. The continual development of virtual reality (VR) solutions, makes it a perfect platform to develop a synergy between e-commerce and brick-and-mortar channels. The research analysis in this work highlights the main motivational drivers of consumer behaviour and how a personalised VR shopping solution can be used to promote purchasing. This work proposes a framework that incorporate a set of VR solutions to gain consumer insight through consumer interaction analysis in a VR shop (v-commerce). This framework contributes to the identification of consumer preferences and early stage design insights to personalise the VR shopping experience to entice purchase intentions.