Presenting Your Products in Virtual Reality: Do not Underestimate Cybersickness

  • Kai Israel
  • Christopher ZerresEmail author
  • Dieter K. Tscheulin
  • Lea Buchweitz
  • Oliver Korn
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11588)


For e-commerce retailers it is crucial to present their products both informatively and attractively. Virtual reality (VR) systems represent a new marketing tool that supports customers in their decision-making process and offers an extraordinary product experience. Despite these advantages, the use of this technology for e-commerce retailers is also associated with risks, namely cybersickness. The aim of the study is to investigate the occurrence of cybersickness in the context of the customer’s perceived enjoyment and the perceived challenge of a VR product presentation. Based on a conceptual research framework, a laboratory study with 533 participants was conducted to determine the influence of these factors on the occurrence of cybersickness. The results demonstrate that the perceived challenge has a substantially stronger impact on the occurrence of cybersickness, which can only be partially reduced by perceived enjoyment. When realizing VR applications in general and VR product presentations in particular, e-commerce retailers should therefore first minimize possible challenges instead of focusing primarily on entertainment aspects of such applications.


Cybersickness Virtual reality Product presentation User experience 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Kai Israel
    • 1
  • Christopher Zerres
    • 1
    Email author
  • Dieter K. Tscheulin
    • 2
  • Lea Buchweitz
    • 1
  • Oliver Korn
    • 1
  1. 1.University of Applied Sciences OffenburgOffenburgGermany
  2. 2.University of FreiburgFreiburgGermany

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