Exploring the Efficient and Hedonic Shopping: A Comparative Study of In-Game VR Stores

Shopping in Virtual Reality (VR) become popular in recent years since it provides immersive experiences. However, there is insuf-ficient understanding of how efficient and hedonic features in VR stores affect the user experiences concurrently. This work aimed to address this gap by integrating a 2D user interface store and a 3D diegetic store into a VR game for comparative analysis. We explore the effects of efficient and hedonic factors on the users' perceptions and experiences. Results from a within-subject study (N=14) revealed that the diegetic store surpasses the 2D store in offering hedonic features, providing suggestions for VR store designs.