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Aysu Erensoy

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Open access Oct 2026

Customer experience design in immersive virtual reality retail: insights from expert practice

Immersive virtual reality (iVR) is transforming retail by combining the convenience of e-commerce with the experiential richness of physical stores. Despite growing interest in iVR retail, limited research has examined how design elements collectively shape customer experience (CX). Drawing on the Stimulus-Organism-Res...

Aysu Erensoy, Alexander Schnack, Jonathan Elms et al. · 0 citations

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