Virtual bodies, real decisions? Embodiment, social interaction and immersion in a virtual reality context

Patricia Criado Azofra and Sonia San Martín Gutiérrez

No 2407, DOCFRADIS Working Papers from Catedra Fundación Ramón Areces de Distribución Comercial

Abstract: The emergence of new technologies such as virtual reality (VR) has caused a change in how companies and consumers approach shopping. VR offers immersive environments that enrich shopping experiences. The objective of this paper is to explore the impact of VR on the navigation and buying and selling process, analyzing embodiment, immersion, and social interaction in a metaverse. A quasi-experiment with VR glasses was carried out, with a pre-and post-questionnaire, to determine the perception of embodiment, the feeling of immersion, and buying intention when surfing on a metaverse.

Keywords: virtual reality; immersion; embodiment; social interaction; avatar (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2024-12, Revised 2024-11
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Persistent link: https://EconPapers.repec.org/RePEc:ovr:docfra:2407

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