Regarding these hyperrealist environments, we find that in recent years there has been great growth in virtual reality scenarios with various designs and goals but all based on the idea of giving consumers a more realistic and immersive experience 1, with acute awareness of the reality in which the user is interacting.
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In this regard, new graphic environments, improved hardware and software performance and greater internet bandwidth allow hyperrealist environments (in 3D) to be created such as till now were reserved for physical stores ( Hassouneh and Brengman, 2015).
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All this has driven research and development with a view to further technological progress for improving the shopping experience, which is undoubtedly a driver of e-commerce as an alternative or complement to traditional retail channels. Technological advances concerning ease of use, new features and increasingly sophisticated security and reliability in the online environment have made new tech more acceptable to users. It is for this reason that considering the shopping reality in a virtual environment is significant, as some of these senses are to some extent restricted and this sensory deficit often needs to be offset with extra input and enhanced features so as to give the consumer a pleasant experience with hedonic purchases also in this channel ( Jang et al., 2018). Some authors describe a type of hedonic buying referred to as “adventure shopping” ( Arnold and Reynolds, 2003) in which the need the consumer seeks to satisfy is prompted precisely by these cues that shoppers receive from their environment during the purchase process – cues that may involve one or more sensory organs and which make the mere act of “exploring” or walking about a store a pleasant experience, well beyond the merely utilitarian outcome to be procured by the purchase of a particular product or service. This is especially so given that we have known for some time that “an arousing store environment or atmosphere combined with a pleasant shopping experience have a positive effect on consumers’ willingness to buy” ( Bitner, 1992). The growing importance acquired by the environment in which the consumer’s patronage occurs means that this analysis is a chance to explore the evolution and adaptation of the various shopping behavior models based on the stimuli received by consumers from the setting in which their general shopping experience takes place. But what is interesting is that such companies do not abandon their physical channel but rather adopt an “omnichannel” strategy as a strength vis-à-vis purely online firms (“pure-players”), which paradoxically are also starting to set up physical environments or “experience” stores ( Blazquez et al., 2019).īeing present in multiple channels offers greater exposure and market reach, but if the customer is the same, companies must start to consider the congruence of customer experience when switching from one channel to another and whether they are maintaining branding uniformity and consistency across specific marketing attributes in each channel so as to enhance value in the consumer’s shopping process ( Juaneda-Ayensa et al., 2016). In this regard many companies which had focussed their efforts on traditional physical channels are now also adding online channels in a multichannel strategy. The internet offers companies a great opportunity to enlarge their customer base by marketing their products and services online, in what is known as “e-commerce.”
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