E-commerce vs V-commerce - Behavioral Insights from a Shopping Task

APA TMS 2021 CONFERENCE

The impact of new technologies such as virtual reality on the shopping process is still uncertain. Research is needed to better understand how consumers behave in v-commerce, and whether this behavior is different from traditional digital commerce platforms. We conducted an experiment comparing e-commerce and v-commerce, analyzing shopping behavior data during a real purchase of a “fast-moving consumer goods” category product. We found that consumers browsed options for almost thrice the time on the v-commerce platform as they did on the e-commerce platform before choosing a product. Further experiments investigating this behavior are needed. Furthermore, there is some indication that products placed on the left side of an e-commerce webpage are purchased more often than those on the right side. However, this difference was not seen for the v-commerce environment.