Understanding virtual customer experience: a systematic analysis of immersive technology applications

Purpose Drawing on perspectives from Human-Computer Interaction and interactive marketing, this study examines how immersive technologies such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) shape virtual customer experiences (VCEs) as standalone digital offerings. It explores how these technologies deliver intrinsic experiential value across emotional, cognitive, and social dimensions, rather than merely supporting purchase decisions. Design/methodology/approach A systematic literature review was conducted using the Scopus and Web of Science databases, analyzing 78 peer-reviewed articles published in journals listed on the Australian Business Deans Council Quality List. The search included specific and broader terms (e.g. “virtual customer experience,” “immersive technology,” “consumer experience”) to capture interdisciplinary perspectives. Findings The review identifies immersive environments – such as virtual brand worlds, AR-based entertainment, and gamified VR scenarios – as sources of intrinsic consumer value, fostering sustained engagement, brand attachment, and satisfaction independently from traditional product sales. However, ethical and psychological concerns, including technostress, privacy, and cognitive fatigue, also emerged as significant factors shaping consumer interactions. These insights are structured into a conceptual framework outlining three stages of the VCE journey: pre-decision, phygital interaction, and post-intention engagement. Originality/value This review synthesizes previously fragmented insights, providing a holistic view encompassing both enjoyment-driven and practical aspects of immersive interactions, while emphasizing the importance of inclusive and ethically responsible design.