A hyper-connected digital universe referred to as the 'metaverse'bears the promise of
fundamentally changing how consumers, brands, and firms will transact and interact in a …

Virtual reality (VR) refers to technologies for substituting the perceived reality. With the
recent proliferation of consumer-grade head-mounted VR displays, several industries have …

Purpose The COVID-19 virus outbreak began in December 2019 and rapidly spread to
every continent on Earth. The analysts have predicted that COVID-19 and other similar …

Virtual Reality (VR) is largely associated with a positive potential in terms of both higher
efficiency and higher escapism for the consumer. Whereas previous research demonstrated …

The need for objective data-driven usability testing of VR applications is becoming more
tangible with the rapid development of numerous VR applications and their increased …

With high-immersive virtual reality (VR) systems approaching mass markets, companies are
seeking to better understand how consumers behave when shopping in VR. A key feature of …

Companies have the opportunity to better engage potential customers by presenting
products to them in a highly immersive virtual reality (VR) shopping environment. However …

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping
consumer buying patterns, making it crucial for businesses to enhance their shopping …

This study investigates how virtual reality (VR) can enhance telepresence and stimulate VR
use and travel intentions in the sustainable tourism industry. 512 local and international …

Sensory science has advanced significantly in the past decade and is quickly evolving to
become a key tool for predicting food product success in the marketplace. Increasingly …