The role of Virtual Reality on the Consumer Experience: a literature review

Abstract

This thesis investigates the impact of Virtual Reality (VR) on the consumer journey, with a particular focus on the pre-purchase phase. VR is defined as a computer-generated, interactive, three-dimensional environment that induces a sense of immersion and presence. By bridging physical and digital experiences, VR has emerged as a transformative tool for both consumers and marketers.

A systematic literature review was conducted, covering 5,372 initial records retrieved from Scopus. After applying rigorous inclusion and exclusion criteria, 51 articles published between 2018 and 2024 were analyzed. The selected studies span diverse sectors, with retail and tourism/hospitality being the most represented. Technologies examined range from low-immersive screens to highly immersive head-mounted displays (HMDs), with formats including 360° environments and 3D virtual stores.

Findings show that VR enhances consumer experiences by stimulating sensory, cognitive, and affective responses. Mechanisms such as telepresence, interactivity, narrative immersion, and mental imagery significantly influence brand attitudes, purchase intentions, and willingness to pay. VR also fosters hedonic engagement, flow, and brand advocacy, highlighting its strategic value for marketers. However, moderating factors, including technology readiness, prior knowledge, product type, and level of immersiveness, condition the intensity of these effects.

In the pre-purchase stage, VR acts as both a trigger for physical visits (e.g., virtual tours) and a channel for fully virtual transactions (e.g., VR stores). Importantly, consumer behavior in VR environments has demonstrated strong ecological validity, making VR not only a marketing lever but also a robust research tool.

Overall, this thesis demonstrates that VR is reshaping the consumer journey by expanding experiential possibilities and blurring the boundaries between real and virtual consumption. Its strategic integration offers brands a powerful lever to enrich engagement, influence decision-making, and redefine customer experiences.