Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows

Jaesuk Jung, Jihye Yu, Yuri Seo and Eunju Ko

Journal of Business Research, 2021, vol. 130, issue C, 517-524

Abstract: Virtual reality (VR) offers a new medium for marketing communications, where consumers are immersed into technologically synthesized ‘real-use’ experiences of products and services. In this study, we theorize and investigate empirically how consumers derive meanings from VR experiences. Using the ZMET technique, we uncover three themes: VR as democratization, VR as embodied escapism, and VR as actualized anxiety. Our focus on the consumption meanings of VR experiences provides an illuminating entrée into the discussion of how this technology is likely to shape marketing communications and consumer behavior in the foreseeable future.

Keywords: Virtual reality; Fashion industry; Consumer experiences; Luxury brands (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:517-524

DOI: 10.1016/j.jbusres.2019.10.038

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