A Study of the Impact of Combining Digital Marketing and Virtual Reality Technology on the Online Shopping Experience

Abstract

Virtual reality technology has brought a new round of information technology revolution for marketing due to its dual potential in marketing efficiency and experience. After combing the applications of the combination of digital marketing and virtual reality technology, this paper takes a store’s VR marketing campaign as an example, selects the relevant evaluation indexes, and, after assigning values to the indexes’ weights, applies the gray fuzzy comprehensive evaluation method to assess the integration effect of digital marketing and virtual reality technology in the sample VR marketing campaign. Afterward, the theoretical model and research hypotheses regarding VR digital marketing’s influence on online purchase experience are proposed, and structural equation modeling is employed to validate the correlation. The results indicate that the integration effect of VR marketing campaigns in the sample stores is above average (75.93 points). The combination of digital marketing and virtual reality technology positively stimulates users’ demand motivation and experience perception (P<0.001), which in turn positively affects users’ satisfaction level and the online shopping experience as a whole of demand motivation, experience perception, and satisfaction level collectively affects users’ post-participation behavior. The combination of digital marketing and virtual reality technology can enhance users’ purchasing experience and further improve publicity conversion and brand impact.