Designing next generation marketplace: The effect of 3D VR store interface design on shopping behavior

The medium of virtual reality enables new opportunities for the experience products and shopping environment that may combine best features of both physical and digital market place. As little is known on how best to create virtual reality marketplace, the current research aims to explore required features for VR market user interface and its impact on shopping behavior. As a first step toward endeavor, we will empirically test three different user interfaces; 2D interface style, 3D skeuomorphic interface style and interface that combines features of both 2D and 3D interaction techniques.