Assessing the Impact of Virtual Reality on Enhancing Consumer Satisfaction in the Context of Streaming Services: The Case of Netflix

Virtual Reality has revolutionized user experience in various domains. The integration of Virtual Reality into e-commerce platforms is rapidly advancing, offering an immersive experience beyond traditional interactions. This study examines several important aspects of human factors related to VR in the streaming service industry with a focus on Netflix as an exemplary platform in this industry. Initially, the usability factors of the VR system are examined in a comparative approach. After that, the impact on user engagement and satisfaction is analyzed to assess the impact of VR on the user experience in the domain of streaming services. This is achieved through rigorous user studies among 31 participants familiar with both platforms. The Standard System Usability Score (SUS) is adapted and utilized to quantitively assess the usability of both platforms. Moreover, a consumer satisfaction and engagement survey is utilized to measure consumer engagement and satisfaction with the experience.