Virtuelle Konsumwelten: Einsatzmöglichkeiten von Virtual Reality im Konsument:innenmarketing

Abstract

Digitalization is fundamentally changing how consumers interact with brands. Standardized online experiences are no longer enough to attract attention or create lasting memories. Virtual reality (VR) promises novel experiences that can emotionally engage consumers and influence their behavior. In practice, however, VR is mostly only used in individual pilot projects. Companies lack a systematic evaluation framework that reliably identifies opportunities and risks and facilitates decision-making. This work develops an integrated framework that evaluates VR measures in B2C marketing in a more structured way, thereby closing a research gap. The structure of the thesis follows three steps. First, the theoretical foundations of VR in consumer marketing are developed and key factors such as immersion, presence, and interactivity are analyzed. This is followed by a systematic literature review in relevant databases, with clear criteria for selection and exclusion. The results are clustered according to industry, impact factors, and application scenarios. Based on this, a framework comprising six dimensions is developed. These include experience quality, emotional and cognitive impact, behavioral effects, target group suitability, and technological and economic feasibility. Semi-structured expert interviews are conducted for validation purposes. The results show that VR can generate strong emotional and cognitive effects, especially during initial contact, and reduce uncertainty when it comes to complex products. Virtual reality also supports purchasing decisions and brand loyalty. Acceptance is generally high, but market penetration is slowed by barriers to access. In addition to low market penetration, the high cost of content creation, ergonomic limitations, and the difficulty of measuring return on investment (ROI) make it difficult for companies to use. The benefits depend heavily on the industry. Clear added value can be seen in the automotive, tourism, online shopping, and gaming sectors, while potential in areas such as culture has hardly been realized to date. The developed framework provides a practical basis for evaluation. It supports marketing managers in planning, prioritizing, and optimizing VR initiatives. Qualitative validation confirms the relevance of the model and at the same time highlights the need for research into quantitative weighting of the dimensions. The work thus provides both a practical management tool for companies and a basis for further research.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Wolfgang Jonas Weitzl (Supervisor)