Skip to main content

Advertisement

SpringerLink
Log in

Virtual reality consumer experience escapes: preparing for the metaverse

  • Original Article
  • Published:
Virtual Reality Aims and scope Submit manuscript

Abstract

Virtual Reality (VR) experience escapes allow individuals to spend hours on end in immersive virtual environments and interact with content in a world that is providing shelter and illusion of an alternative reality – the metaverse. Discussions on possible risks have largely remained limited to usability challenges, while only a few studies reflect on social, psychological and physical implications this immersive technology exposes and the considerations consumers and businesses need to take. This paper critically reviews literature on escapism to discuss issues in the design and employment of virtual reality consumer experience escapes. Key issues relating to VR experience escapes and resulting effects on consumer health and well-being are discussed, emphasizing needed consumer-centered research and design. Future considerations include (1) Self-indulgent escapism through VR consumer experiences, (2) Ethical considerations in the design of VR consumer experience escapes, and (3) Purposeful design of VR consumer experiences escapes. A sequential research agenda is presented that integrates antecedents of VR experience escapes that connect to three main future research streams; designing purpose-driven VR consumer experience escapes, complementing methodologies for VR consumer experience research, and meaningful VR consumer experience escapes.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Data availability

Not Applicable.

Code availability

Not Applicable.

References

  • Alcañiz M, Bigné E, Guixeres J (2019) Virtual reality in marketing: a framework, review, and research agenda. Front Psychol 10:1530

    Article  Google Scholar 

  • Andreassen CS, Billieux J, Griffiths MD, Kuss DJ, Demetrovics Z, Mazzoni E, Pallesen S (2016) The relationship between addictive use of social media and video games and symptoms of psychiatric disorders: A large-scale cross-sectional study. Psychol Addict Behav 30(2):252

    Article  Google Scholar 

  • Appelhans BM, Luecken LJ (2006) Heart rate variability as an index of regulated emotional responding. Rev Gen Psychol 10(3):229–240

    Article  Google Scholar 

  • Bailey JO, Bailenson JN (2017) Considering virtual reality in children’s lives. J Child Media 11(1):107–113

    Article  Google Scholar 

  • Baños RM, Botella C, Alcañiz M, Liaño V, Guerrero B, Rey B (2004) Immersion and emotion: their impact on the sense of presence. Cyberpsychol Behav 7(6):734–741

    Article  Google Scholar 

  • Bastiaansen M, Lub XD, Mitas O, Jung TH, Ascenção MP, Han D-I, Moilanen T, Smit B, Strijbosch W (2019) Emotions as core building blocks of an experience. Int J Contemp Hosp Manag 31(2):651–668

    Article  Google Scholar 

  • Bhatt G (2004) Bringing virtual reality for commercial Web sites. Int J Hum Comput Stud 60(1):1–15

    Article  Google Scholar 

  • Biocca F (1997) The cyborg's dilemma: Progressive embodiment in virtual environments. J Comput-Mediated Commun 3(2), JCMC324.

  • Bradley MM, Miccoli L, Escrig MA, Lang PJ (2008) The pupil as a measure of emotional arousal and autonomic activation. Psychophysiology 45(4):602–607

    Article  Google Scholar 

  • Bystrom KE, Barfield W, & Hendrix C, (1999) A conceptual model of the sense of presence in virtual environments. Presence: Teleoperators & Virtual Environments, 8(2):241–244

  • Cairns P, Cox A, Imran Nordin A (2014) Immersion in digital games: review of gaming experience research. Handbook of Digital Games 1:767

    Google Scholar 

  • Cao, S, Krithika N, Raiju B, Benjamin T (2019), Game play in virtual reality driving simulation involving head-mounted display and comparison to desktop display, Virtual Reality. 24(3):503–513

    Article  Google Scholar 

  • Cohn, JF., Zara A, Paul E (2007) Observer-based measurement of facial expression with the Facial Action Coding System, The handbook of emotion elicitation and assessment, pp 203–221.

  • Cowan K, Ketron S (2019). Prioritizing marketing research in virtual reality: Development of an immersion/fantasy typology. Eur J Market. 53(8):1585–1611

  • Cross N (1994) Engineering design methods, 2nd edn. Wiley, Chichester

    Google Scholar 

  • Deci EL, Ryan RM (2000) The" what" and" why" of goal pursuits: Human needs and the self-determination of behavior. Psychol Inq 11(4):227–268

    Article  Google Scholar 

  • Engelberg E, Sjöberg L (2004) Internet use, social skills, and adjustment. Cyberpsychol Behav 7(1):41–47

    Article  Google Scholar 

  • Evans A (2001) This virtual life: escapism and simulation in our media world. Fusion Press, Nagaland

    Google Scholar 

  • Farah MF, Ramadan ZB, Harb DH (2019) The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing. J Retail Consum Serv 48:136–143

    Article  Google Scholar 

  • Flavián C, Ibáñez-Sánchez S, Orús C (2019) The impact of virtual, augmented and mixed reality technologies on the customer experience. J Bus Res 100:547–560

    Article  Google Scholar 

  • Flavián C, Ibáñez-Sánchez S, Orús C (2021) Impacts of technological embodiment through virtual reality on potential guests’ emotions and engagement. J Hosp Market Manag 30(1):1–20

    Google Scholar 

  • Gutierrez M, Vexo F, Thalmann D (2008) Stepping into virtual reality. Springer, Berlin

    Book  Google Scholar 

  • Guttentag DA (2010) Virtual reality: applications and implications for tourism. Tour Manage 31(5):637–651

    Article  Google Scholar 

  • Han DD-I, Tom Dieck MC (2019) Calling for user-centric VR design research in hospitality and tourism. Hospital Soc 9(2):237–246

    Article  Google Scholar 

  • Hardie E, Tee MY (2007) Excessive Internet use: the role of personality, loneliness and social support networks in Internet Addiction, Australian J Emerg Technol Soc, 5(1):34–47

  • Hartl E, Berger B (2017) Escaping reality: examining the role of presence and escapism in user adoption of virtual reality glasses, In: Proceedings of the 25th European conference on information systems (ECIS), Guimaràes, Portugal, June 5–10, 2017, pp 2413–428.

  • Harz N, Hohenberg S, Homburg C (2021). EXPRESS: virtual reality in new product development: insights from pre-launch sales forecasting for Durables. J Marketing, 00222429211014902.

  • Heller J, Chylinski M, de Ruyter K, Keeling DI, Hilken T, Mahr D (2021) Tangible service automation: decomposing the technology-enabled engagement process (TEEP) for augmented reality. J Serv Res 24(1):84–103

    Article  Google Scholar 

  • Henning B, Vorderer P (2001) Psychological escapism: Predicting the amount of television viewing by need for cognition. J Commun 51(1):100–120

    Article  Google Scholar 

  • Honegger F, Feng Y, Rauterberg GM (2021) Multimodality for passive experience: effects of visual, auditory, vibration and draught stimuli on sense of presence. J Univ Comput Sci 27(6):582–608

    Google Scholar 

  • Hudson S, Matson-Barkat S, Pallamin N, Jégou G (2019) With or without you? Interaction and immersion in a virtual reality experience. J Bus Res 100:459–468

    Article  Google Scholar 

  • Innocenti DE, Geronazzo M, Vescovi D, Nordahl R, Serafin S, Ludovico LA, Avanzini F (2019) Mobile virtual reality for musical genre learning in primary education. Comput Educ 139:102–117

    Article  Google Scholar 

  • Kahneman D (2011) Thinking, Fast and Slow, Farrar, Straus and Giroux, New York, NY. https://doi.org/10.1108/EJM-10-2017-0733

  • Kao YF, Huang LS, Wu CH (2008) Effects of theatrical elements on experiential quality and loyalty intentions for theme parks. Asia Pacific J Tourism Res 13(2):163–174

    Article  Google Scholar 

  • Kardefelt-Winther D (2014) A conceptual and methodological critique of internet addiction research: towards a model of compensatory internet use. Comput Hum Behav 31:351–354

    Article  Google Scholar 

  • Kerrebroeck V, Helena MB, Willems K (2017a) When brands come to life: experimental research on the vividness effect of virtual reality in transformational marketing communications. Virtual Reality 21(4):177–191

    Article  Google Scholar 

  • Kerrebroeck V, Helena MB, Willems K (2017b) Escaping the crowd: An experimental study on the impact of a virtual reality experience in a shopping mall. Comput Hum Behav 77:437–450

    Article  Google Scholar 

  • Kheirandish S, Funk M, Wensveen S, Verkerk M, Rauterberg M (2020) A comprehensive value framework for design. Technol Soc 62:101302

    Article  Google Scholar 

  • Kim T, Biocca F (1997) Telepresence via television: two dimensions of telepresence may have different connections to memory and persuasion, J Comput-Mediated Commun, 3(2), JCMC325.

  • Kırcaburun K, Griffiths MD (2019) Problematic Instagram use: The role of perceived feeling of presence and escapism. Int J Ment Heal Addict 17(4):909–921

    Article  Google Scholar 

  • Kounavis CD, Kasimati AE, & Zamani ED (2012) Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. International Journal of Engineering Business Management, 4:10

    Article  Google Scholar 

  • Kuo A, Lutz RJ, Hiler JL (2016) Brave new World of Warcraft: A conceptual framework for active escapism. J Consum Mark 33(7):498–506

    Article  Google Scholar 

  • Kuss D, Louws J, Reinout W (2012) online gaming addiction? Motives predict addictive play behaviorin massively multiplayer online role-playing Games. Cyberpsychol Behav Social Netw 15:480–485

    Article  Google Scholar 

  • Lavoie R, Main K, King C, King D (2020) Virtual experience, real consequences: the potential negative emotional consequences of virtual reality gameplay, Virtual Reality.

  • Lavoie R, King C (2019) The virtual takeover: the influence of virtual reality on consumption. Can J Adm Sci 37:9–12

    Article  Google Scholar 

  • Lee H, Jung TH, tom Dieck MC, Chung N, (2020) Experiencing immersive virtual reality in museums.". Inf Manag 57(5):103229

    Article  Google Scholar 

  • Li H, Daugherty T, Biocca F (2002) Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. J Advert 31(3):43–57

    Article  Google Scholar 

  • Lin J-H, Dai-Yun Wu, Tao C-C (2018) So scary, yet so fun: The role of self-efficacy in enjoyment of a virtual reality horror game. New Media Soc 20(9):3223–3242

    Article  Google Scholar 

  • Lindner P, Miloff A, Hamilton W, Reuterskiöld L, Andersson G, Powers MB, Carlbring P (2017) Creating state of the art, next-generation Virtual Reality exposure therapies for anxiety disorders using consumer hardware platforms: design considerations and future directions. Cogn Behav Ther 46(5):404–420

    Article  Google Scholar 

  • Loureiro SMC, Guerreiro J, Eloy S, Langaro D, Panchapakesan P (2019) Understanding the use of virtual reality in marketing: a text mining-based review. J Bus Res 100:514–530

    Article  Google Scholar 

  • Loureiro SM, Correia JG, Japutra A (2021) How escapism leads to behavioral intention in a virtual reality store with background music? J Bus Res 134:288–300

    Article  Google Scholar 

  • Macgregor DM (2000) Nintendonitis? A case report of repetitive strain injury in a child as a result of playing computer games. Scott Med J 45(5):150–150

    Article  Google Scholar 

  • McGill M, Boland D, Murray-Smith R, Brewster S (2015) A dose of reality: overcoming usability challenges in vr head-mounted displays, In: Proceedings of the 33rd annual ACM conference on human factors in computing systems, pp 2143–152. ACM.

  • Melancon JP (2011) Consumer profiles in reality vs fantasy-based virtual worlds: implications for brand entry. J Res Interact Mark 5(4):298–312

    Article  MathSciNet  Google Scholar 

  • Millett CJ, Fish DR, Thompson PJ (1997) A survey of epilepsy-patient perceptions of video-game material/electronic screens and other factors as seizure precipitants. Seizure 6(6):457–459

    Article  Google Scholar 

  • Mishra A, Shukla A, Rana NP, Dwivedi YK (2020) From “touch” to a “multisensory” experience: the impact of technology interface and product type on consumer responses. Psychol Market. 38(3):385–396

    Article  Google Scholar 

  • Mittelstaedt JM, Wacker J, Stelling D (2020) VR aftereffect and the relation of cybersickness and cognitive performance. Virtual Reality 23:143–154

    Article  Google Scholar 

  • Moorhouse N, Jung T, Shi X, Amin F, Newsham J, McCall S (2019) Pulmonary rehabilitation in virtual reality for COPD Patients, augmented reality and virtual reality. Springer, Cham, pp 277–290

    Google Scholar 

  • Morahan-Martin J, Schumacher P (2003) Loneliness and social uses of the Internet. Comput Hum Behav 19(6):659–671

    Article  Google Scholar 

  • Newton C (2021) Mark in the Metaverse. The Verge [Online] Retrieved on 10 August, 2021. https://www.theverge.com/22588022/mark-zuckerberg-facebook-ceo-metaverse-interview

  • Nichols S, Patel H (2002) Health and safety implications of virtual reality: a review of empirical evidence. Appl Ergon 33(3):251–271

    Article  Google Scholar 

  • Panova T, Lleras A (2016) Avoidance or boredom: Negative mental health outcomes associated with use of Information and Communication Technologies depend on users’ motivations. Comput Hum Behav 58:249–258

    Article  Google Scholar 

  • Pantelidis VS (1993) Virtual reality in the classroom. Educ Technol 33(4):23–27

    Google Scholar 

  • Peperkorn HM, Diemer J, Mühlberger A (2015) Temporal dynamics in the relation between presence and fear in virtual reality. Comput Hum Behav 48:542–547

    Article  Google Scholar 

  • Pine BJ, Gilmore JH (2011) The experience economy. Harvard Business Press, Boston

    Google Scholar 

  • Raisamo R, Rakkolainen I, Majaranta P, Salminen K, Rantala J, & Farooq A (2019) Human augmentation: Past, present and future. International Journal of Human-Computer Studies, 131:131–143

    Article  Google Scholar 

  • Riva G, Mantovani F, Capideville CS, Preziosa A, Morganti F, Villani D, Gaggioli A, Botella C, Alcañiz M (2007) Affective interactions using virtual reality: the link between presence and emotions. Cyberpsychol Behav 10(1):45–56

    Article  Google Scholar 

  • Schott G, Hodgetts D (2006) Health and digital gaming: the benefits of a community of practice. J Health Psychol 11(2):309–316

    Article  Google Scholar 

  • Schubert T, Friedmann F, Regenbrecht H (2001) The experience of presence: Factor analytic insights. Presence Teleoperat Virtual Environ 10(3):266–281

    Article  Google Scholar 

  • Sheridan TB (1992) Musings on telepresence and virtual presence. Presence Teleoperat Virtual Environ. 1(1):120–126

    Article  Google Scholar 

  • Shin D (2018) Empathy and embodied experience in virtual environment: to what extent can virtual reality stimulate empathy and embodied experience? Comput Hum Behav 78:64–73

    Article  Google Scholar 

  • Slater M, Sanchez-Vives MV (2016) Enhancing our lives with immersive virtual reality. Front Robot AI 3:74

    Article  Google Scholar 

  • Smit B, Melissen F (2018) Sustainable customer experience design: co-creating experiences in events, tourism and hospitality. Routledge, England

    Book  Google Scholar 

  • Stanney KM, Mourant RR, Kennedy RS (1998) Human factors issues in virtual environments: a review of the literature. Presence 7(4):327–351

    Article  Google Scholar 

  • Steuer J (1992) Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4):73–93

    Article  Google Scholar 

  • Stettler N, Signer TM, Suter PM (2004) Electronic games and environmental factors associated with childhood obesity in Switzerland. Obes Res 12(6):896–903

    Article  Google Scholar 

  • Suh A, Prophet J (2018) The state of immersive technology research: A literature analysis. Comput Hum Behav 86:77–90

    Article  Google Scholar 

  • Thoits PA (2010) Stress and health: Major findings and policy implications. J Health Social Behav 51(1_suppl):S41–S53

    Article  Google Scholar 

  • Tussyadiah IP, Jung TH, tom Dieck MC (2018) Embodiment of wearable augmented reality technology in tourism experiences. J Travel Res 57(5):597–611

    Article  Google Scholar 

  • Verhagen T, Vonkeman C, Feldberg F, Verhagen P (2014) Present it like it is here: Creating local presence to improve online product experiences. Comput Hum Behav 39:270–280

    Article  Google Scholar 

  • Violante MG, Vezzetti E, Piazolla P (2019) How to design a virtual reality experience that impacts the consumer engagement: the case of the virtual supermarket. Int J Interact Des Manuf 13:243–262

    Article  Google Scholar 

  • Walsh KR, Pawlowski SD (2002) Virtual reality: A technology in need of IS research. Commun Assoc Inf Syst 8(1):20

    Google Scholar 

  • Wibirama S, Santosa PI, Widyarani P, Brillanto N, Hafidh W (2020) Physical discomfort and eye movements during arbitrary and optical flow-like motions in stereo 3D contents. Virtual Reality 24:39–51

    Article  Google Scholar 

  • Witmer BG, Singer MJ (1998) Measuring presence in virtual environments: A presence questionnaire. Presence 7(3):225–240

    Article  Google Scholar 

  • Yao Y, Chang V (2014) Towards trust and trust building in a selected cloud gaming virtual community. Int J Organiz Collective Intell (IJOCI) 4(2):64–86

    Article  Google Scholar 

  • Yee N (2006) The demographics, motivations, and derived experiences of users of massively multi-user online graphical environments. Presence Teleoperat Virtual Environ. 15(3):309–329

    Article  Google Scholar 

  • Yi S (2012) Shame-proneness as a risk factor of compulsive buying. Journal of Consumer Policy, 35(3):393–410

    Article  Google Scholar 

  • Young K (2009) Internet addiction: diagnosis and treatment considerations. J Contemp Psychother 39(4):241–246

    Article  Google Scholar 

Download references

Funding

No funding was received to assist with the preparation of this manuscript.

Author information

Authors and Affiliations

  1. Academy for Hotel and Facility, Breda University of Applied Sciences, Breda, The Netherlands

    Dai-In Danny Han & Yoy Bergs

  2. Research Centre Future of Food, Zuyd University of Applied Sciences, Maastricht, The Netherlands

    Dai-In Danny Han

  3. Faculty of Business and Law, Manchester Metropolitan University, Righton Building, Cavendish Street, Manchester, M15 6BG, UK

    Natasha Moorhouse

Authors
  1. Dai-In Danny Han
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Yoy Bergs
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Natasha Moorhouse
    View author publications

    You can also search for this author in PubMed Google Scholar

Contributions

Dai-In Danny Han initiated the manuscript and idea for the article, Dai-In Danny Han and Yoy Bergs generated the future research agenda (Fig. 1), all authors contributed equally to the literature search and review. All authors equally revised the work.

Corresponding author

Correspondence to Dai-In Danny Han.

Ethics declarations

Conflicts of interest

The authors have no conflicts of interest to declare that are relevant to the content of this article.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Han, DI.D., Bergs, Y. & Moorhouse, N. Virtual reality consumer experience escapes: preparing for the metaverse. Virtual Reality 26, 1443–1458 (2022). https://doi.org/10.1007/s10055-022-00641-7

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10055-022-00641-7

Keywords

Search

Navigation