Role of Virtual Reality in Enhancing Customer Experience

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Author(s): Akanksha Singh (University School of Business, Chandigarh University, India), Swati Kumari (University School of Business, Chandigarh University, India), Bhanupriya Khatri (University School of Business, Chandigarh University, India)and Shad Ahmad Khan (College of Business, University of Buraimi, Oman)
Copyright: 2026
Pages: 30
Source title: Navigating Simulations in Marketing for Strategic Success
Source Author(s)/Editor(s): Andreas Masouras (Neapolis University Pafos, Cyprus)and Marcos Komodromos (University of Nicosia, Cyprus)
DOI: 10.4018/979-8-3373-3141-6.ch008

Keywords: Business Science Reference / Computer Science & IT / Computer Simulation / Marketing and Consumer Behavior

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Abstract

Virtual reality (VR) is transforming the landscape of online shopping by offering immersive and interactive experiences that closely replicate in-store environments. This study investigates the role of VR in enhancing customer experience in e-commerce through key factors such as immersiveness, personalization and customization, perceived enjoyment and engagement, and trust and security. Using a quantitative approach, data was collected via a structured survey from users with prior VR shopping experiences. Findings reveal that all four constructs have a significant and positive impact on online customer shopping experience, with perceived enjoyment and engagement showing the strongest influence. This research contributes to both academic literature and practical applications by highlighting how VR can improve consumer satisfaction, trust, and decision-making in digital retail environments.

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Role of Virtual Reality in Enhancing Customer Experience

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