Impact On Consumer Behavior Through Vr\Ar Experience Gamification

Abstract

The development of VR\AR technology over the past 10 years has dramatically changed the landscape of many markets, including the advertising market. The rapid development and penetration of various VR/\AR tools in different areas are transforming the consumer experience, creating additional conditions for the introduction of game mechanics and gamification of the process of choosing, evaluating and buying various goods and services. The social, cultural, and communication sides of this process are still poorly understood; in particular, the relationship between gamification and VR\AR experiences in modern marketing must be traced to understand the impact of this technology on consumer behavior. Moreover, the scale of different advertising markets creates difficulties in assessing the penetration and interaction of VR\AR technology with consumers in developed and emerging markets. This paper attempts to systematize and evaluate the mutual influence of gamer experience and VR\AR experience for the demographic most susceptible to marketing suggestion - young people and girls aged 16-20. The results of this survey conducted in Russia are compared with the results of major marketing studies done in the American market in order to compare and examine their similarities and differences. The results of this analysis provide the basis for conclusions about the influence of gamer experience and gamer community involvement on the perception of VR/\AR promotion in advertising materials.

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This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

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Publisher

European Publisher

First Online

25.09.2021

Doi

10.15405/epsbs.2021.09.02.188

Online ISSN

2357-1330