The importance of store atmospherics on consumers' shopping behavior has been widely
studied since the 1970s. Over the years, and with the development of technology, store …

Background The development of virtual reality (VR) technology has the potential to provide
enormous opportunities for food and consumer behavior research to further explore current …

The increasing availability of immersive Virtual Reality (VR) hardware in private households
has opened up significant opportunities for innovations in online retailing. Online retailers …

Mental representations of geographic space are based on knowledge of spatial elements
and the spatial relation between these elements. Acquiring such mental representations of …

Researchers have proposed a wide range of categorization schemes in order to
characterize the space of VR locomotion techniques. In a previous work, a typology of VR …

With the rising popularity of immersive virtual reality (iVR) technologies, retailers are
increasingly seeking innovative ways to create unique digital shopping experiences for their …

Purpose This paper aims to review the existing literature about consumers' evaluation of
products in virtual reality (VR), provide an accurate overview of this field, systematise the …

Virtual reality (VR) has developed rapidly and drawn the attention of businesses. E‐
commerce practitioners have used VR to improve business performance and satisfy …

The future of retailing takes consumers to the metaverse. Yet, how these novel shopping
experiences will look and feel remains largely unknown. Experts predict immersive …

Mixed reality (MR) technology has the potential to enhance the disaster preparedness of
medical first responders in mass-casualty incidents through new training methods. In this …