Shopping in Virtual Stores: An Empirical Analysis of Customer Experience and Gen Z’s Intention to Use...

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Milena Hake

Shopping in Virtual Stores

An Empirical Analysis of Customer Experience and Gen Z’s Intention to Use Virtual Stores

Milena Hake

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Paperback

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English

Springer Gabler
03 July 2025

Occupational & industrial psychology; Sales & marketing; Virtual reality

Series: BestMasters

How can immersive virtual environments reshape the way Generation Z shops? Discover how virtual stores in the metaverse could revolutionize shopping for Gen Z. This study investigates the customer experience in virtual stores, its sensory, emotional, cognitive, social and immersive dimensions and their influence on Gen Z's behavioral intention to use virtual stores as a new shopping channel in the future. Drawing on a comprehensive analysis of 95 virtual stores and survey data from over 300 online shoppers, the findings reveal unexpected consumer patterns: introverts, individuals with no VR experience, and non-gamers exhibit a notably high openness toward virtual shopping environments. The study further identifies Gen Z's preference for virtual stores that seamlessly integrate the strengths of both physical and e-commerce shopping. This book offers a data-driven roadmap for designing engaging, future-ready virtual shopping experiences that resonate with the next generation of digital consumers. Dive into the future of immersive online shopping and learn how to engage and retain the next generation of consumers.

By: Milena Hake
Imprint: Springer Gabler
Country of Publication: Germany
Dimensions: Height: 210mm, Width: 148mm,
ISBN: 9783658486334
ISBN 10: 3658486333
Series: BestMasters
Pages: 221
Publication Date: 03 July 2025
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Milena Hake holds a Master of Science (M.Sc.) in E-Commerce from Hochschule Niederrhein University of Applied Sciences in Krefeld, Germany, and a Bachelor of Arts (B.A.) in Business Administration with a focus on International Retail Management and Logistics. She works as a Junior Business Development Manager at a globally operating luxury fashion brand.