Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows

Jaesuk Jung, Jihye Yu, Yuri Seo, Eunju Ko

Research output: Contribution to journalArticlepeer-review

33 Citations (Scopus)


Virtual reality (VR) offers a new medium for marketing communications, where consumers are immersed into technologically synthesized ‘real-use’ experiences of products and services. In this study, we theorize and investigate empirically how consumers derive meanings from VR experiences. Using the ZMET technique, we uncover three themes: VR as democratization, VR as embodied escapism, and VR as actualized anxiety. Our focus on the consumption meanings of VR experiences provides an illuminating entrée into the discussion of how this technology is likely to shape marketing communications and consumer behavior in the foreseeable future.

Original languageEnglish
Pages (from-to)517-524
Number of pages8
JournalJournal of Business Research
Publication statusPublished - 2021 Jun

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant , funded by the Korean Government (MOE) ( NRF-2017S1A2A2041810 ).

Publisher Copyright:
© 2019 Elsevier Inc.

All Science Journal Classification (ASJC) codes

  • Marketing


Dive into the research topics of 'Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows'. Together they form a unique fingerprint.

Cite this