A State of Art on Kansei-Engineered Virtual Shops: A Study on the Possibilities of V-Commerce

The purpose of this paper is to study the possibility of creating a synergy between e-commerce solutions and brick-and-mortar retail shops. It was identified that e-commerce solutions are effectively optimising convenience to promote purchasing, but the web-technology constraints inhibit the re-experience of the in-store consumer experience. We investigate the possibility of using virtual reality solutions to immerse consumers within a brand identity and bridge the gap between online and retail stores. The underlying rationale is to improve the consumer’s journey and as a consequence promote purchases. We study the use of Kansei-engineering methodologies to identify design characteristics that appeal to the consumer’s emotions, then deduce the adequate product within an environment and recreate an emotional shopping experience.

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