Exploring Purchase Decisions in Virtual Reality: A Systematic Review and Future Research Directions

Virtual reality is becoming more widespread around the world and many industries are beginning to recognise its potential. In this paper, we have explored the relevant issues between virtual reality and marketing, based on which we have addressed the topic of virtual reality and retail. The methodology of the present paper is a Systematic Literature Review using the PRISMA model. Based on the SLR, 20 academic articles were found to be relevant to the research topic and are described in the paper. A further objective of the study was to design a future research plan, which was based on the SLR. Based on the research plan, future research will aim to investigate how the decision making process takes place in a 3D virtual shop and how it differs from 2D web shops.