Interactive virtual reality shopping and the impact in luxury brands

Abstract

This paper investigates the impact of human-computer interaction in virtual reality online shopping interface on the consumer experience. In particular, it measures the effectiveness of visualising a three dimensional photorealistic item, the real-time interactivity with the product and the real-time, fully interactive product customization service. The proposed VR system employs a sophisticated approach of interaction with primary objective to simplify and improve the user experience during online shopping. The proposed interface was evaluated through a preliminary questionnaire designed to simulate the typical decision making process prior to a luxury object purchase. The paper presents the outcomes of this usability trial on a group of ten luxury brands customers, the challenges involved in the HCI design are discussed, the visual components of the interface are presented in addition to an analysis of the system evaluation. Adhering to the derived feedback, our future plan of work entails additional development of the interactive tools with a view to further enhance the system usability and user experience. Furthermore we aim to introduce more object choices and customisation covering a larger group of luxury brands. © 2013 Springer-Verlag Berlin Heidelberg.