International Journal of Academic Research in Business and Social Sciences

search-icon

VR Interface Design for Children's Products and Chinese Consumerism: A Concept Paper

Open access
The potential of smart technologies like virtual reality (VR) in developing products for children remains underexplored. This concept paper explores the possibility of using VR to develop engaging products like toys and other gadgets that provide immersive experiences to the young consumers of China. The justifications and inspirations for the conceptual framework proposed in this study are based on previous literature. Basic design considerations include interactivity, spatial reality interface, perceived product design characteristics, and their collaborative effect on consumer purchase decisions. Based on previous studies, the factors identified as consumers' purchase intention influencers. This study recommends contemporary determinants of consumer purchase decisions, highlighting the importance of VR attributes in association with consumer behavior in the context of Chinese children in VR gaming. The practical applications of the framework are discussed as well, and future usage of the recommended model could result in important practical and theoretical implications.

Ahmadpour, N., Keep, M., Janssen, A., Rouf, A. S., & Marthick, M. (2020). Design strategies for virtual reality interventions for managing pain and anxiety in children and adolescents: scoping review. JMIR serious games, 8(1), e14565.
Akdim, K., Casaló, L. V., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66, 102888.
Al-Qudah, O. (2020). The effect of brands’ social network content quality and interactivity on purchase intention: Evidence from Jordan. Management Science Letters, 10(13), 3135-3142.
Allen, C. T., Fournier, S., & Miller, F. (2018). Brands and their meaning makers. In Handbook of consumer psychology (pp. 773-814). Routledge.
Alzayat, A., & Lee, S. H. M. (2021). Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment. Journal of Business Research, 130, 348-363.
Appiah, D., & Ozuem, W. (2019). Issues with the importance of branding, brand personality and symbolic meaning of brands in the Smartphone Industry. In Global information diffusion and management in contemporary society (pp. 56-97). IGI Global.
Arora, S., Currie, R., Piplani, K., & Panasiuk, E. (2022). Is it easy to retain the customers online?-Deciphering customers. JIMS8M The Journal of Indian Management & Strategy, 27(2), 28-34.
Ashman, G., Kalyuga, S., & Sweller, J. (2020). Problem-solving or explicit instruction: Which should go first when element interactivity is high? Educational psychology review, 32(1), 229-247.
Ben-Akiva, M., McFadden, D., & Train, K. (2019). Foundations of stated preference elicitation: Consumer behavior and choice-based conjoint analysis. Foundations and Trends® in Econometrics, 10(1-2), 1-144.
Bennett, J., & Zournazi, M. (2020). Practical aesthetics. Bloomsbury Academic.
Bettiga, D., Bianchi, A. M., Lamberti, L., & Noci, G. (2020). Consumers emotional responses to functional and hedonic products: a neuroscience research. Frontiers in psychology, 11, 559779.
Biswas, A., & Roy, M. (2016). A study of consumers’ willingness to pay for green products. Journal of Advanced Management Science, 4(3).
Boisvert, J., & Khan, M. S. (2022). Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness. Journal of Strategic Marketing, 30(3), 296-319.
Budiman, S., Palupi, M., Haryono, T., & Udin, U. (2022). The Effect of Design Quality on Hedonic Search, Utilitarian Search and Impulse Buying in Distribution Market. Journal of Distribution Science, 20(5), 49-64.
Bulovi?, V., & ?ovi?, Z. (2020). The impact of digital transformation on sustainability in fashion retail. 2020 IEEE 18th International Symposium on Intelligent Systems and Informatics (SISY),
Candi, M., Jae, H., Makarem, S., & Mohan, M. (2017). Consumer responses to functional, aesthetic and symbolic product design in online reviews. Journal of Business Research, 81, 31-39.
Chen, H., Chen, H., & Tian, X. (2022). The impact of social shopping feature richness on buying intention: a product perspective. Internet Research.
Cowan, K., & Ketron, S. (2019). A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity. Journal of business research, 100, 483-492.
Cruz-Neira, C., Fernández, M., & Portalés, C. (2018). Virtual reality and games. In (Vol. 2, pp. 8): MDPI.
Ding, Y., Guo, F., Zhang, X., Qu, Q., & Liu, W. (2016). Using event related potentials to identify a user's behavioural intention aroused by product form design. Applied ergonomics, 55, 117-123.
Duong, C. D. (2021). Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap. Asia Pacific Journal of Marketing and Logistics.
Eytam, E., Lowengart, O., & Tractinsky, N. (2021). Effects of visual simplicity in product design and individual differences in preference of interactive products. Review of Managerial Science, 15, 1347-1389.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). Integrating virtual reality devices into the body: Effects of technological embodiment on customer engagement and behavioral intentions toward the destination. Journal of Travel & Tourism Marketing, 36(7), 847-863.
Gallagher, C. (2015). Minecraft in the classroom. Pitchpit Press.
García-Salirrosas, E. E., Acevedo-Duque, Á., Marin Chaves, V., Mejía Henao, P. A., & Olaya Molano, J. C. (2022). Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic. Sustainability, 14(10), 6302.
Ghoshal, T., Boatwright, P., & Malika, M. (2015). Curvature from all angles: an integrative review and implications for product design. The Psychology of Design, 91-106.
Goyal, C., Vardhan, V., Naqvi, W., & Naqvi, W. M. (2022). Virtual reality-based intervention for enhancing upper extremity function in children with hemiplegic cerebral palsy: a literature review. Cureus, 14(1).
Han, S. H., Nguyen, B., & Simkin, L. (2016). The dynamic models of consumers’ symbolic needs: in the context of restaurant brands. European journal of marketing.
Islam, H., Jebarajakirthy, C., & Shankar, A. (2021). An experimental based investigation into the effects of website interactivity on customer behavior in on-line purchase context. Journal of Strategic Marketing, 29(2), 117-140.
Jain, R. (2017). Basic branding concepts: brand identity, brand image and brand equity. International Journal of Sales & Marketing Management Research and Development, 7(4), 1-8.
Jang, Y., & Park, E. (2019). An adoption model for virtual reality games: The roles of presence and enjoyment. Telematics and Informatics, 42, 101239.
Kaimara, P., Oikonomou, A., & Deliyannis, I. (2022). Could virtual reality applications pose real risks to children and adolescents? A systematic review of ethical issues and concerns. Virtual Reality, 26(2), 697-735.
Kim, S., & Kim, J. (2016). The influence of hedonic versus utilitarian consumption situations on the compromise effect. Marketing Letters, 27, 387-401.
Lau, K. W., & Lee, P. Y. (2019). Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality. Virtual Reality, 23(3), 255-268.
Lee, S. A., Lee, M., & Jeong, M. (2021). The role of virtual reality on information sharing and seeking behaviors. Journal of Hospitality and Tourism Management, 46, 215-223.
Li, Y., & Li, J. (2022). The influence of design aesthetics on consumers’ purchase intention toward cultural and creative products: evidence from the palace museum in China. Frontiers in Psychology, 13.
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management.
Longoni, C., & Cian, L. (2022). Artificial intelligence in utilitarian vs. hedonic contexts: The “word-of-machine” effect. Journal of Marketing, 86(1), 91-108.
Lowe, B., & Alpert, F. (2015). Forecasting consumer perception of innovativeness. Technovation, 45, 1-14.
Lu, A. S., Pelarski, V., Alon, D., Baran, A., McGarrity, E., Swaminathan, N., & Sousa, C. V. (2023). The effect of narrative element incorporation on physical activity and game experience in active and sedentary virtual reality games. Virtual Reality, 1-16.
Ma, D., Gausemeier, J., Fan, X., & Grafe, M. (2011). Virtual reality & augmented reality in industry. Springer.
Machiels, C. J., Yarar, N., & Orth, U. R. (2019). Symbolic meaning in beverage packaging and consumer response. Trends in Beverage Packaging, 73-104.
Mi, C., Chang, F., Lin, C., & Chang, Y. (2018). The theory of reasoned action to CSR behavioral intentions: The role of CSR expected benefit, CSR expected effort and stakeholders. Sustainability, 10(12), 4462.
Mo, X., Sun, E., & Yang, X. (2020). Consumer visual attention and behaviour of online clothing. International Journal of Clothing Science and Technology.
Muravevskaia, E., & Gardner-McCune, C. (2023). Designing a Virtual Reality Empathy Game framework to create empathic experiences for children. International Journal of Child-Computer Interaction, 35, 100561.
Nichols, O. A. (2021). Redeeming beauty: soundings in sacral aesthetics. Routledge.
Oyelere, S. S., Bouali, N., Kaliisa, R., Obaido, G., Yunusa, A. A., & Jimoh, E. R. (2020). Exploring the trends of educational virtual reality games: a systematic review of empirical studies. Smart Learning Environments, 7, 1-22.
Peña-García, N., Gil-Saura, I., & Rodríguez-Orejuela, A. (2018). Emotion and reason: The moderating effect of gender in online shopping behavior. Innovar, 28(69), 117-131.
Peng, H.-P. (2019). Symbolic interaction: Customer, Lifestyle and Store APP embedded in WeChat. 2019 IEEE International Conference on Consumer Electronics-Taiwan (ICCE-TW),
Pizzi, G., Scarpi, D., Pichierri, M., & Vannucci, V. (2019). Virtual reality, real reactions?: Comparing consumers' perceptions and shopping orientation across physical and virtual-reality retail stores. Computers in Human Behavior, 96, 1-12.
Pizzi, G., Vannucci, V., & Aiello, G. (2020). Branding in the time of virtual reality: Are virtual store brand perceptions real? Journal of business research, 119, 502-510.
Rahmadiva, M., Arifin, A., Fatoni, M. H., Baki, S. H., & Watanabe, T. (2019). A design of multipurpose virtual reality game for children with autism spectrum disorder. 2019 international biomedical instrumentation and technology conference (IBITeC),
Regt, A. d., & Barnes, S. J. (2019). V-commerce in retail: nature and potential impact. In Augmented Reality and Virtual Reality (pp. 17-25). Springer.
Relawati, R., Ariadi, B. Y., & Harpowo, H. (2021). Customer’s Behavior and Willingness to Pay for the Antioxidant Eggs. Psychology and Education, 58(1), 1302-1309.
Rendon, A. A., Lohman, E. B., Thorpe, D., Johnson, E. G., Medina, E., & Bradley, B. (2012). The effect of virtual reality gaming on dynamic balance in older adults. Age and ageing, 41(4), 549-552.
Rogers, K., Funke, J., Frommel, J., Stamm, S., & Weber, M. (2019). Exploring interaction fidelity in virtual reality: Object manipulation and whole-body movements. Proceedings of the 2019 CHI conference on human factors in computing systems,
Rouibah, K., Al-Qirim, N., Hwang, Y., & Pouri, S. G. (2021). The determinants of eWoM in social commerce: The role of perceived value, perceived enjoyment, trust, risks, and satisfaction. Journal of Global Information Management (JGIM), 29(3), 75-102.
Ruzo-Sanmartín, E., Abousamra, A. A., Otero-Neira, C., & Svensson, G. (2022). The impact of the relationship commitment and customer integration on supply chain performance. Journal of Business & Industrial Marketing(ahead-of-print).
Sabir, S. S. (2020). Does product design stimulate customer satisfaction? Mediating role of affect. Asia Pacific Journal of Marketing and Logistics, 32(6), 1255-1268.
Salciuviene, L., Auruskeviciene, V., & Ivanauskiene, N. (2014). Key drivers affecting customer intention to purchase financial services online. Inžinerin? ekonomika, 25(2), 194-202.
Santulli, M. (2019). The influence of augmented reality on consumers’ online purchase intention: the Sephora Virtual Artist case
Shaikh, S., Malik, A., Akram, M., & Chakrabarti, R. (2017). Do luxury brands successfully entice consumers? The role of bandwagon effect. International Marketing Review.
Shan, Y. (2019). Virtual Reality in China: Is There a Sustainable Business Model for Virtual Reality Content Enterprises? Cultural Science Journal, 11(1), 54-67.
Shao, A., & Li, H. (2021). How do utilitarian versus hedonic products influence choice preferences: Mediating effect of social comparison. Psychology & Marketing, 38(8), 1250-1261.
Silverman, B. G., Hanrahan, N., Huang, L., Rabinowitz, E. F., & Lim, S. (2016). Artificial intelligence and human behavior modeling and simulation for mental health conditions. In Artificial Intelligence in Behavioral and Mental Health Care (pp. 163-183). Elsevier.
Sina, A. S., & Wu, J. (2022). The effects of retail environmental design elements in virtual reality (VR) fashion stores. The International Review of Retail, Distribution and Consumer Research, 1-22.
Singh, R. P., Javaid, M., Kataria, R., Tyagi, M., Haleem, A., & Suman, R. (2020). Significant applications of virtual reality for COVID-19 pandemic. Diabetes & Metabolic Syndrome: Clinical Research & Reviews, 14(4), 661-664.
Stanko, M. A., & Henard, D. H. (2017). Toward a better understanding of crowdfunding, openness and the consequences for innovation. Research Policy, 46(4), 784-798.
Tofighi, B., Chemi, C., Ruiz-Valcarcel, J., Hein, P., & Hu, L. (2019). Smartphone apps targeting alcohol and illicit substance use: systematic search in in commercial app stores and critical content analysis. JMIR mHealth and uHealth, 7(4), e11831.
Turner, C. J., Hutabarat, W., Oyekan, J., & Tiwari, A. (2016). Discrete event simulation and virtual reality use in industry: new opportunities and future trends. IEEE Transactions on Human-Machine Systems, 46(6), 882-894.
Wang, J. J., Torelli, C. J., & Lalwani, A. K. (2020). The interactive effect of power distance belief and consumers’ status on preference for national (vs. private-label) brands. Journal of Business Research, 107, 1-12.
Williams, L. M., Pines, A., Goldstein-Piekarski, A. N., Rosas, L. G., Kullar, M., Sacchet, M. D., Gevaert, O., Bailenson, J., Lavori, P. W., & Dagum, P. (2018). The ENGAGE study: Integrating neuroimaging, virtual reality and smartphone sensing to understand self-regulation for managing depression and obesity in a precision medicine model. Behaviour research and therapy, 101, 58-70.
Wohlgenannt, I., Simons, A., & Stieglitz, S. (2020). Virtual reality. Business & Information Systems Engineering, 62, 455-461.
Woo, J.-H., & Kim, S.-I. (2020). A study on User experience of Virtual Beauty Makeup Applications. Journal of Digital Convergence, 18(11), 459-464.
Xi, N., & Hamari, J. (2021). Shopping in virtual reality: A literature review and future agenda. Journal of business research, 134, 37-58.
Xia, H., Pan, X., Zhou, Y., & Zhang, Z. J. (2020). Creating the best first impression: Designing online product photos to increase sales. Decision Support Systems, 131, 113235.
Xiong, J., Hsiang, E.-L., He, Z., Zhan, T., & Wu, S.-T. (2021). Augmented reality and virtual reality displays: emerging technologies and future perspectives. Light: Science & Applications, 10(1), 216.
Xue, M., Zhang, J., Tang, W., & Dai, R. (2017). Quality improvement and pricing with reference quality effect. Journal of Systems Science and Systems Engineering, 26(5), 665-682.
Zhang, L., Bowman, D. A., & Jones, C. N. (2019). Exploring effects of interactivity on learning with interactive storytelling in immersive virtual reality. 2019 11th International Conference on Virtual Worlds and Games for Serious Applications (VS-Games),
Zhang, S., Zhou, C., & Liu, Y. (2020). Consumer purchasing intentions and marketing segmentation of remanufactured new-energy auto parts in China. Mathematical Problems in Engineering, 2020.