Paper Number

1984

Paper Type

SP

Abstract

Affordable VR technologies and platforms increasingly enable easy access to virtual social interactions for private persons. VR also offers innovative commercial opportunities, such as interactions between customers and organizations. As an interesting extension to conventional sales channels, this development results in the question of how to attain and optimize for customer satisfaction in VR-based social interactions. In this article, we report a first empirical analysis of relevant influence factors on customer satisfaction using the scenario of a shopping-related interaction between a sales avatar and a customer in a self-developed social VR commerce setting. Grounded in relevant theories of Social VR and customer satisfaction, we adopt a qualitative approach based on the focused interview method to assess customer perceptions on a broader range of influence factors. We contribute an empirically supported research framework of relevant influence factors on customer satisfaction in Social VR commerce settings and outline resulting research opportunities.

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Jun 14th, 12:00 AM

CUSTOMER SATISFACTION IN SOCIAL VR COMMERCE: A QUALITATIVE PERSPECTIVE

Affordable VR technologies and platforms increasingly enable easy access to virtual social interactions for private persons. VR also offers innovative commercial opportunities, such as interactions between customers and organizations. As an interesting extension to conventional sales channels, this development results in the question of how to attain and optimize for customer satisfaction in VR-based social interactions. In this article, we report a first empirical analysis of relevant influence factors on customer satisfaction using the scenario of a shopping-related interaction between a sales avatar and a customer in a self-developed social VR commerce setting. Grounded in relevant theories of Social VR and customer satisfaction, we adopt a qualitative approach based on the focused interview method to assess customer perceptions on a broader range of influence factors. We contribute an empirically supported research framework of relevant influence factors on customer satisfaction in Social VR commerce settings and outline resulting research opportunities.

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