PhD Study : An exploratory investigation of the factors influencing shopper behaviour in an immersive virtual reality store

Summary

Virtual Reality (VR) technologies have been used to build realistic environments and may be used as a substitute to real life settings (Xu et al, 2021). The use of such technologies is still in its infancy however they have the potential to further explore consumer behaviour research and to establish new methodologies for doing research (Xu et al, 2021). The application of VR technology has drawn the attention of retailers as a means to visualise store layouts and product category plans. Initial studies reveal the potential of this technology to be used to better understand shopper behaviour and retail planning efforts. For example, Meibner et al (2020) found that consumers in high immersive VR environments choose a larger variety of products and are less price sensitive.

Van Herpen et al (2016) found that VR technology elicits behaviour that is more like behaviour in the physical store compared to the picture condition for the number of products selected and amount of money spent, and for the selection of products from different areas of the shelf. While Waterlander et al (2011) concluded that virtual supermarkets can be a useful tool for studying food purchasing behaviour. Specifically, studies to date have shown that when comparing people’s food selections in an immersive simulated environment to a real life store their behaviours were comparable (Pizzi et al., 2019; Siegrist et al., 2019). However, further research is required to understand how consumer behaviour changes in this new type of environment and if it is comparable in a convenience store setting as opposed to a supermarket setting.

Therefore, the aim of this study is to conduct a comparison between an immersive virtual reality (VR) shopping environment and a real-word shopping environment to determine if the VR environment could act as a substitute for retail/category management planning and/or understanding shopper behaviour.

This study will review the literature to date on the use of VR technologies for retail/category planning and grocery shopper behaviour within a convenience store environment. Informed by the literature, the study design will include a comparison of shopper behaviour between both store environments requiring participants to shop each store based on a hypothetical shopping scenario to better understand VR technology and its potential applications and possible limitations in consumer research (Xu et al, 2021; Blom et al, 2021).  Post experimental interviews with participants on their perceptions of the store environment will also be carried out. Results will be presented to a group of retail/category managers to explore their perceptions of VR technology as a tool for retail planning.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

• Full Award: (full-time tuition fees + £19,000 (tbc))
• Part Award: (full-time tuition fees + £9,500)
• Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

• Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
• Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
• Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
• Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living