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This study examines the challenges consumers face in adopting immersive technologies such as Virtual Reality (VR) and Augmented Reality (AR) in consumer behavior, with the primary aim of exploring barriers and developing strategies to enhance technology adoption. Utilizing a comprehensive literature review method, the research analyzes peer-reviewed articles and industry reports published between 2016 and 2023. The findings indicate that while VR and AR hold significant potential to transform consumer experiences by providing rich, interactive environments, several challenges hinder widespread adoption. Key obstacles include high costs, complex user interfaces, and substantial training and education needs. Additionally, data privacy issues and the need for seamless integration with existing systems are highlighted as major concerns. These findings are crucial for both academia and industry; for academics, the research contributes to the theoretical understanding of consumer behavior in the context of immersive technologies, while for industry practitioners, it offers insights into overcoming practical adoption barriers. Recommended strategies include developing more affordable and user-friendly devices, enhancing educational resources, and effectively addressing privacy concerns to foster greater consumer engagement and adoption. The study underscores the potential of VR and AR to revolutionize marketing and consumer interactions, provided these challenges are effectively managed. Furthermore, by addressing these barriers, companies can leverage immersive technologies to create richer, more engaging consumer experiences, thereby driving higher levels of customer satisfaction and loyalty. This comprehensive approach ensures that both theoretical and practical aspects of immersive technology adoption are considered, paving the way for successful implementation in various sectors.
Rachmawati et al. (Sat,) studied this question.