Abstract
As virtual reality (VR) is increasingly used in online platform, new mechanisms have emerged for achieving successful customer acquisition. Despite its huge potential, its effects are inconsistent varying customer characteristics and market environment factor. This study investigates the role of VR technology in customer acquisition by integrating both customer and environmental contingency factors simultaneously. Given the complex interdependencies among VR features, customer characteristics, and market competitive environment in practice, this study develop an integrative framework of customer-technology-environment to theorize the dynamic interactions among three components from a configurational perspective. Using fuzzy-set qualitative comparative analysis, we empirically validate that customer acquisition is driven by the dynamic interactions among customer, technological, and environmental factors, rather than any individual factor in isolation.
Recommended Citation
Xu, Jiahong; Wang, Wei; and Liu, Hefu, "When Virtual Reality Supports Customer Acquisition: A Configurational Approach from the Perspective of Customer-Technology-Environment" (2025). SIGHCI 2024 Proceedings. 7.
https://aisel.aisnet.org/sighci2024/7
