The Impact of VR Shopping Experience on Consumer Attitudes in Egypt

Virtual Reality (VR) is a rapidly developing technology that significantly impacts users' attitudes and perceptions. Over the past few years, VR has gained remarkable attention and is increasingly emerging as an influential marketing tool in various sectors. According to forecasts, the VR market will reach an incredible US$120 billion by 2026 (Fortune Business Insights, 2019). The impact of the VR shopping experience on consumer attitudes in Egypt is a relatively new topic. VR technologies are regarded as a unique instrument that marketers should start focusing on in order to utilize and affect consumer attitudes. Hence, this research aims to explore the impact of the VR shopping experience on consumer attitudes in Egypt by applying an experimental, qualitative research approach. In-depth interviews were conducted using an experimental design with 3D stimuli (VR) and an Oculus Quest device. This research concentrates on the four primary dimensions of VR, including (the virtual world, immersion, sensory feedback, and interactivity) alongside the consumer attitudes, including the