Virtual-Reality

Virtual reality (VR) technology allows companies to showcase products in a manner that surpasses traditional display methods. Despite the numerous opportunities arising from integrating VR technology, its use is accompanied by risks. Specifically, the absence of empirical evidence supporting customer acceptance, usage outcomes and cannibalisation effects remains a significant barrier to the widespread adoption of VR in customer communication. This book explores such research gaps and identifies specific opportunities and risks connected to the application of VR product presentations through a quantitative, user-centred research design.