Consumers journey enhancement: the VR impact

Creating appropriate Virtual reality (VR) applications that might augment experience is not an easy task. Despite the increasing number of VR commercial applications, some lack understanding on the fundamental processes underlying human behaviour (from perception to action), and others simply ignored customers’ needs and demands. The current work addresses the above gaps, and aims at providing better understanding on the parameters (virtual and real world features) that might augment VR experiences and thus to enhance the consumer journey.