Pilot Study on the Effects of Gamification and Virtual Reality on the Shopping Experience

Ruben Grande, Diego Cordero, David Vallejo, Carlos González, Santiango Schez-Sobrino, Jose Jesús Castro-Schez, Javier Albusac

2025

Abstract

E-commerce has embraced emerging technologies such as Virtual Reality (VR) and Augmented Reality (AR), which are transforming consumer interaction. In particular, VR enables the creation of immersive environments that simulate and enhance physical experiences, offering advantages such as gamification of the shopping process, thereby boosting user engagement and interaction. This pilot study addresses two main questions: how does the exploration of digitalized products in VR influence purchase intention? And, does a gamified experience with a specific product have an additional impact? In collaboration with a local business, an experiment involving 48 participants was designed. A portion of the store, its surroundings, and several products were digitalized using advanced techniques such as Neural Radiance Fields (NeRF) and Gaussian Splatting, achieving realistic models integrated into a virtual store accessible through Meta Quest 3 headsets. One specific product, a comic book, was gamified, allowing users to interact with its narrative, solve challenges, and be incentivized to purchase the product to discover the ending. Preliminary results, including a conversion rate of 41.9%, suggest that VR, especially when it incorporates gamification, can increase purchase intention and interest in local products, highlighting its potential in digital commerce.

Paper Citation

in Harvard Style

Grande R., Cordero D., Vallejo D., González C., Schez-Sobrino S., Castro-Schez J. and Albusac J. (2025). Pilot Study on the Effects of Gamification and Virtual Reality on the Shopping Experience. In Proceedings of the 27th International Conference on Enterprise Information Systems - Volume 2: ICEIS; ISBN 978-989-758-749-8, SciTePress, pages 482-493. DOI: 10.5220/0013423500003929

in Bibtex Style

@conference{iceis25,
author={Ruben Grande and Diego Cordero and David Vallejo and Carlos González and Santiango Schez-Sobrino and Jose Castro-Schez and Javier Albusac},
title={Pilot Study on the Effects of Gamification and Virtual Reality on the Shopping Experience},
booktitle={Proceedings of the 27th International Conference on Enterprise Information Systems - Volume 2: ICEIS},
year={2025},
pages={482-493},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013423500003929},
isbn={978-989-758-749-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 27th International Conference on Enterprise Information Systems - Volume 2: ICEIS
TI - Pilot Study on the Effects of Gamification and Virtual Reality on the Shopping Experience
SN - 978-989-758-749-8
AU - Grande R.
AU - Cordero D.
AU - Vallejo D.
AU - González C.
AU - Schez-Sobrino S.
AU - Castro-Schez J.
AU - Albusac J.
PY - 2025
SP - 482
EP - 493
DO - 10.5220/0013423500003929
PB - SciTePress