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Virtual reality in the automotive industry: should car dealerships adopt Vr on a large scale to enhance the customer experience?
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Resumo(s)
The potential applicationof virtual reality (VR) technologyin theautomotive industry is still under investigated, especially in the context of retail. This study aims at filling the research gap by utilizing a consumer survey and car dealer questionnaire to analyse the attitude toward VR devices in the given context and learn about potential applications. The primary research revealed that both consumers and professionals working in the industry have an overall positive attitude toward the use of VR headsets and that its adoption would entail numerous benefits, one of them being amore enjoyable and efficient customization experience.
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Virtual reality Automotive retail Customization experience UTAUT