Effects of Customizable Intelligent VR Shopping Assistant on Shopping for Stress Relief

Shopping has long since been a method of distraction and relieving stress. Virtual Reality (VR) effectively simulates immersive experiences, including shopping through head-mounted displays (HMD), which create an environment through realistic renderings and sounds. Current studies in VR have shown that assistants can support users by reducing stress, indicating their ability to improve mental health within VR. Customization and personalization have also been used to enhance the user experience with users preferring the tailored experience and leading to a greater sense of immersion. There is a gap in knowledge on the effects of customization on a VR assistant’s ability to reduce stress within the VR retailing space. This research aims to identify relationships between customization and shopping assistants within VR to better understand its effects on the user experience. Understanding this will help the development of VR assistants for mental health and consumer-ready VR shopping experiences.