Exploring the Impact of Virtual Reality Technology on Consumer Buying Behaviour: A Comparative Study of Traditional and Immersive Shopping Experiences

Consumer anthropology has become an emerging discipline is the past decade due to high competition and available variety in the global market. Several technical approaches have been applied to understand factors influence the consumer behaviour and how they make their purchasing decisions. In the past few years, virtual reality (VR) has gained a significant spot among the rising technological megatrends driving the digitization of all aspects of human life such as consumer anthropology etc. The current study has focused on the impact of VR on consumer buying behaviour and its comparison with the traditional shopping experiences as it was aimed to explore how VR technology influences purchase intention, product evaluation, and overall satisfaction of customers. In this work, several qualitative and quantitative approaches have been applied to collect data through surveys and observations during both traditional and VR shopping experiences and to analyse for conclusion. The findings have revealed significant differences in consumer behaviour, indicating that VR technology positively influences purchase intention via enhanced product evaluation. These results have set basics on the understanding of unexplored potential of VR technology to shape consumer buying behaviour, providing valuable insights for businesses and marketers which will be applied to enhance consumer engagement and overall sales.