The impact of immersive digital experiences on consumer purchase behavior: An evaluation of a VR gaming platform in Port Harcourt, Nigeria
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- NGN 5000
Background of the Study:
Immersive digital experiences, particularly those delivered through virtual reality (VR), are reshaping consumer interactions by offering engaging, lifelike experiences. A VR gaming platform in Port Harcourt leverages immersive technology to provide users with interactive, three-dimensional environments that simulate real-life experiences. These immersive experiences not only captivate users but also influence their purchase behavior by increasing emotional involvement and enhancing product perception. The platform utilizes interactive gameplay, virtual demos, and personalized VR content to encourage users to explore new games and make in-app purchases. Data analytics track user engagement, dwell time, and conversion rates to assess the impact of these immersive experiences. However, challenges such as high production costs, technological limitations, and user adaptation issues can affect the overall effectiveness. This study investigates how immersive digital experiences shape consumer purchase behavior by evaluating metrics like conversion rates and average spend per user. It also examines consumer feedback to understand the drivers behind immersive engagement and purchase decisions (Chinwe, 2023; Olufemi, 2024).
Statement of the Problem:
The VR gaming platform in Port Harcourt faces challenges in converting immersive experiences into consistent purchase behavior. Technical issues, high production costs, and user adaptation difficulties have led to uneven conversion rates and limited revenue growth, undermining the platform’s potential to drive sustained in-app purchases.
Objectives of the Study:
To evaluate the impact of immersive digital experiences on consumer purchase behavior.
To identify challenges in delivering effective VR content.
To propose strategies for enhancing conversion rates on the platform.
Research Questions:
How do immersive digital experiences influence consumer purchase decisions?
What challenges affect the effectiveness of VR content in driving purchases?
What strategies can optimize immersive experiences to improve conversions?
Significance of the Study:
This study is significant as it offers insights into how VR-driven immersive experiences can transform consumer purchase behavior. The findings will help VR gaming platforms enhance engagement, boost conversions, and drive revenue growth in a competitive digital market (Chinwe, 2023).
Scope and Limitations of the Study:
The study is limited to a VR gaming platform in Port Harcourt, Nigeria, and focuses on immersive digital experiences and their impact on purchase behavior, excluding other factors such as offline marketing.
Definitions of Terms:
Immersive Digital Experiences: Interactive, multisensory experiences delivered via advanced technologies like VR.
Consumer Purchase Behavior: The decision-making process related to buying products or services.
VR Gaming Platform: A digital platform that offers games through virtual reality technology.
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