How to design a virtual reality experience that impacts the consumer engagement: the case of the virtual supermarket

The paper examines the effect of the recent VR technologies on consumers behaviour providing guidelines to design a rich and immersive environment that is able to deliver high-impact and memorable experience and engage audiences and potential consumers anytime and anywhere. In order to study the impact, firstly, the paper has identified and described the technological characteristics of VR in terms of the ability of the VR devices to surround...