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Shopping in virtual reality: A literature review and future agenda - ScienceDirect
Source: sciencedirect.com
Article summary:
1. This study systematically reviews a body of 72 research papers (83 studies) that investigated VR retail.
2. Sixteen future research avenues related to conceptual, thematic, methodological and technological issues are discussed.
3. The definition of VR and features of VR shopping experience are proposed in conceptual agenda.
Article analysis:
The article “Shopping in virtual reality: A literature review and future agenda” is a comprehensive review of the current state of literature and knowledge on how VR technology has so far been used for shopping, its advantages and disadvantages, the contexts in which it has been used, what effects it has had on consumers’ shopping psychology and further behavior, and what future avenues of research are presented. The article is well-structured and provides an overview of the current state of literature on VR retail as well as proposing 16 future research avenues pertaining to concepts, themes, methodologies and technologies.
The article is written by experienced researchers in the field who have conducted a systematic review process following the guidelines provided by Petticrew and Roberts (2005). The authors have also referred to the study by Paré et al. (2015) to ensure the synthesis quality such as rigor and relevance. The authors have also provided a detailed description of their search procedures for literature identification which adds credibility to their findings.
The article does not appear to be biased or one-sided in its reporting or presentation of evidence; rather it presents both sides equally with regards to potential benefits or detriments associated with VR technology for shopping experiences. Furthermore, all claims made are supported by evidence from prior studies which adds credibility to the article's findings.
The only potential limitation is that some readers may find that some sections could be more clearly explained or elaborated upon; however this does not detract from the overall trustworthiness or reliability of the article's findings.