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Perceived Product Risk while Shopping Online: Does Virtual Reality vs. 2D Reduce Uncertainty?

  • Mara F. Hohlbaum
  • Stephanie Huber
  • Frank Huber
  • Tanja C. Baumann
  • Katharina Schürmann
  • Madeleine Haas
Chapter

Abstract

This research explores if a virtual reality (VR) vs. a 2D display of an online shop reduces the perceived product risk. Thereby the role of the sense of presence (SoP) will be analyzed and whether the evocation of the SoP can be predicted by the possibility to interact with the virtual environment as well as by the social connectivity with a friend while shopping online. The results of three empirical studies affirm the importance of a VR display to reduce uncertainties regarding the products in online shops and outline techniques how to trigger the SoP.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  • Mara F. Hohlbaum
    • 1
  • Stephanie Huber
    • 1
  • Frank Huber
    • 1
  • Tanja C. Baumann
    • 1
  • Katharina Schürmann
    • 1
  • Madeleine Haas
    • 1
  1. 1.Johannes Gutenberg University MainzMainzDeutschland

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