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The use of virtual reality (VR) technology in the context of retail is a signifcant trend in current consumer research, as it
ofers market researchers a unique opportunity to measure purchase behavior more realistically. Yet, efective methods for
assessing the virtual shopping experience based on consumer’s demographic characteristics are still lac...
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Online shopping refers to the procedure where customers use the Internet to directly purchase goods, services, etc. from a seller. Customers can browse online stores while lounging in their homes or while seated in front of a computer. Many customers have access to the Internet both at work and at home, and online stores are typically open 24 hours...
