Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior

Lombart, Cindy; Millan, Elena; Normand, Jean‐Marie; Verhulst, Adrien; Labbé-Pinlon, Blandine; Moreau, Guillaume

doi:10.1016/j.chb.2020.106374

Cited by 63 publications

(24 citation statements)

References 82 publications

(100 reference statements)

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“…The ever-growing popularity of virtual reality and the possibility of its application in many human activities, including grocery shopping, performed on a daily basis, drew the attention of researchers. Lombart, C et al [11] pointed out the benefits of virtual reality for a better understanding of consumer behaviour. The topic of groceries and their safety is also mentioned in Szymkowiaka, A. et al [12] and is very important in the time of the pandemics, Covid-19.…”

Section: Analysis Of Current State In the Solution Of The Issuementioning

confidence: 99%

Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic

Majercakova

Rostášová

2021

SHS Web of Conf.

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Research background: Identifying customer behaviour is one of the most critical activities in the implementation and evaluation of the analytical phase of the company’s algorithm for marketing activities. Analyses are performed based on of research activities aimed at identifying the psychological processes of an individual, related to the selection of goods and services to meet his needs and desires, the distribution of his available resources (money, time, effort) into items related to consumption and overall perception and thinking of the customer in a specific time period. The emergence of a global crisis, Covid-19, has significantly changed consumer behaviour in the market, shopping motives and consumer sentiment. This aspect has prompted several studies that have placed great emphasis on identifying factors influencing customer behaviour during this specific period. Purpose of the article: The article presents the results of these analyses, which were carried out during the initial stages of the emergence and spread of the pandemic. Methods: The methods used to address this issue were based on the analysis, synthesis and comparison of data obtained by primary and secondary research, as well as the use of methods of deduction and induction, to draw general and specific conclusions related to the topic. Findings & Value added: he results of the findings not only confirm the expected change in customer behaviour in times of crisis, but the added value of solving this problem is to obtain important evidence for immediate decision-making and management of companies in times of crisis caused by “force majeure”.

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Section: Analysis Of Current State In the Solution Of The Issuementioning

confidence: 99%

Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic

Majercakova

Rostášová

2021

SHS Web of Conf.

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“…Our choice of using eye tracking to demonstrate how neuroscience-based research can deliver deep insights was not accidental. Eye tracking is not only a useful methodology in its own right, but is often combined with other research techniques (26,36). For example, a virtual store environment allows us to gain insights into shoppers' choice behavior [37].…”

Section: Discussionmentioning

confidence: 99%

How Neuroscience-Based Research Methodologies Can Deliver New Insights to Marketers

Sola¹

2021

ijsshr

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While traditional market research methods are focused on surveys and group discussions, consumers’ attitudes, the choices they make, and the behaviour they display are all driven by a complex set of factors, and much of what is happening takes place in the subconscious mind. Learning that a stimulus engages in a positive way and that memory formation is taking place does not tell the marketer anything about the quality and impact of these memories or the engagement. With the technological advances, the emergence of neuroscience-based methodologies offers a higher degree of reliability. In the recent years, a noticeable increase in the use of eye-tracking and EEG frontal asymmetry technique was observed to measure cognitive processes of consumers among which are attention and perception to gain insights into their decision-making processes, consumer preferences and/or motivations. Using a real-world use case, this study highlights the importance of using neuroscience-based methodologies to evaluate packaging design to identify how well the brand is positioning itself on the subconscious level. While results from our study suggest that subjects displayed avoidance behaviour according to the lower frontal alpha asymmetry score, the statistical analysis failed to show significant difference between left and right hemisphere. Regardless of the statistically insignificant EEG findings, relatively longer times to first fixation among the areas on the visual suggest that the visual is not optimally designed and that for obtaining insightful data in product packaging field, relying on eye-tracking techniques is sufficient for reliable insights.

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“…Virtual reality enables trials that would be impossible to do in physical study [26], such as research with large numbers of participants on rapidly decaying fresh products or research in multiple surroundings, such as alternative store setups.…”

Section: Q2: What Are the Most Recent Advancements Challenges And Opportunities In The Use Of Virtual Reality For Automotive Market Reseamentioning

confidence: 99%

The Advancement of Virtual Reality in Automotive Market Research: Challenges and Opportunities

A¹,

Winkler²

2021

Preprint

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Virtual reality (VR) can play a key role in automotive marketing research, lowering costs and shortening the time it takes to bring a new product to market. However, there are still few VR applications that support automotive customers' experiences during the early stages of product development. Through a systematic review of literature and patents, this study aims to identify the challenges and opportunities for the application of virtual reality in car clinics, and to categorize them into attributes. We searched through the knowledge databases of PatentScout, ScienceDirect, Springer, and IEEEXplore. We found 72 patents with a high concentration in a few inventors. The United States of America presented the greatest number of records and the most common applications related to the apparatus for automatically reading respondents' reactions in a virtual environment. In terms of articles, we found 19 research papers that discussed sixteen categories identified as challenges and opportunities for automotive marketing research: 1) cost, 2) location to customers, 3) flexibility in interactions, 4) model transportation, 5) depth perception, 6) haptic perception, 7) motion, 8) movement perception/ physical collision, 9) color and texture, 10) sound feedback, 11) product interaction/manipulation, 12) visual-spatial, 13) graphic quality, 14) intuitiveness, 15) cybersecurity and 16) cybersickness. We conclude that the automotive industry can employ virtual reality for marketing research, but relevant elements such as hardware and software definition, stimulus quality, and research objectives, among others, must be considered.

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Effects of physical, non-immersive virtual, and immersive virtual store environments on consumers' perceptions and purchase behavior

Abstract: Kingdom. She holds DPhil in Management Studies (Marketing) from the University of Oxford. Her current research is focused on issues related to consumer behavior, digital marketing, retailing and advertising. Her research has been published in journals, such as the

Cited by 63 publications

References 82 publications

Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic

Customer Behaviour and Sentiment Due to The COVID-19 Global Pandemic

How Neuroscience-Based Research Methodologies Can Deliver New Insights to Marketers

The Advancement of Virtual Reality in Automotive Market Research: Challenges and Opportunities

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