Impact of Virtual Reality Technology-Based Marketing Strategies on Consumer Shopping Decisions

Abstract: The development of new technologies has brought forth novel modes of user shopping experiences and consumer behaviors, fostering the emergence of diverse consumption patterns. The new shopping paradigm, based on Virtual Reality technology and human-computer interaction, introduces immersive and interactive three-dimensional shopping environments, influencing consumer behavior. This study aims to explore the impact of marketing strategies on consumer shopping decisions within the context of Virtual Reality shopping technology. Through the design of virtual reality shopping tasks for 34 participants and employing intelligent wearable physiological measurement methods, coupled with subjective and behavioral performance results, we analyze the physiological experiential response characteristics and consumer decision-making behavior patterns in virtual environments. The results indicate that, in virtual shopping, shoppers' eye-tracking behavior early focuses on the lower and left areas of product shelves. Additionally, physiological data exhibit variations across different shopping stages, particularly during the transition from searching for products to selecting items, where participants show a decrease in heart rate variability and an increase in alpha power in EEG, indicating a progressively relaxed state during the shopping process. Subjective evaluations further reveal that 68% of participants express satisfaction with the shopping experience in VR supermarket scenarios. This study suggests that Virtual Reality technology, as a marketing strategy, coupled with traditional marketing features, has a significant impact on consumer shopping decisions. The findings contribute to the essential understanding of the mechanisms underlying the influence of new consumption patterns on consumer shopping decisions and their behavioral characteristics, holding significance for future in-depth exploration.

Keywords: Virtual Reality, Shopping Behavior, Eye-tracking Behavior, EEG Activity, Physiological Activity

DOI: 10.54941/ahfe1005453

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