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Pankaj Vishwakarma
Title: Understanding the Adoption of Traditional (2D) and Virtual Reality (3D) Online Grocery Store in India:
An Exploratory Study
Journal: Global Business Review
This study is a pioneering effort to study the comparative adoption of
traditional two-dimensional (2D) and virtual reality (3D) online grocery
stores among Indian customers who are yet to experience online grocery
shopping. This study has adopted an exploratory qualitative research
method to explore the determinants of the adoption of both 2D and 3D
online grocery stores in comparison to each other. Twenty-six interviews
from Indian non-users of online grocery have been analysed. With the
help of the thematic analysis, the article uncovers the factors affecting
the use of traditional and virtual reality online grocery stores. This study is
the first attempt to compare 2D and 3D online grocery stores and, thereby adds to the literature on online grocery
shopping in the Indian context. It also provides a sense of the critical factors they need to take care of while trying to
implement virtual reality online grocery stores.
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