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The Logic and Mechanism of VR Marketing: Market Shaping in the Perspective of Virtual Reality
- 1 Wuhan Donghu University
- 2 Rosedale Global High School
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of technology, VR technology has become an emerging trend in the field of marketing. This paper explores the application of VR technology in marketing and analyzes its impact on consumer behavior and marketing Ddelves into two successful cases of VR in marketing: the Volvo XC90 VR test drive and Audi's virtual showroom, revealing the practical application of VR in improving user engagement and creating a unique shopping experience. VR technology provides an immersive experience that enhances the user's interaction with the product and brand and improves the user's behavior and marketing strategy. VR technology provides an immersive experience that enhances user interaction with products and brands, increasing user retention and advertising effectiveness. VR marketing is more effective than traditional marketing in increasing user engagement, emotional connection, memory, and satisfaction, thus increasing user conversion and loyalty. The article gives the advantages and disadvantages of VR marketing. The advantages of VR marketing are more realistic product demonstrations or trial experiences, the ability to create in-depth, emotional brand storytelling narratives, and expanding global markets and audiences. Its disadvantages are high technology costs, user access thresholds, technical limitations consumer adaptation issues, and limitations of the experience. In addition, this paper discusses the challenges faced by VR technology in marketing: including user acceptance, quality of experience, clarity of user needs, protection of user rights and interests, and future development potential: improving user education and guidance, optimizing user experience, conducting in-depth research on user needs, and protecting user rights and privacy.
Keywords
Virtual Reality, Marketing, Consumer Behavior, Technological Innovation
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Cite this article
Chen,Z.;Zhong,J. (2024). The Logic and Mechanism of VR Marketing: Market Shaping in the Perspective of Virtual Reality. Lecture Notes in Education Psychology and Public Media,41,16-22.
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Volume title: Proceedings of the 2nd International Conference on Social Psychology and Humanity Studies
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