Research and Evaluation of Multi-Sensory Design of Product Packaging Based on VR Technology in Online Shopping Environment
Source abstract
Abstract
The development and application of virtual reality (VR) technology significantly enhances consumer immersion. Exploring a multi-sensory evaluation model for virtual packaging is valuable for integrating VR technology with packaging. This study developed a multi-sensory evaluation model for virtual packaging using the analytic hierarchy process (AHP). Eye-tracker experimentation was conducted to identify consumer attention indicators when interacting with virtual packaging. These indicators were quantified using Saaty’s nine-level importance scale and expert input, resulting in a comprehensive multi-sensory evaluation model. Subsequently, a VR shopping system focused on potato chips and cola as packaging design objects. This system was evaluated using the established model, and the results were analyzed. Based on the findings, improvements were made, and the system was re-evaluated using the modified model. The post-improvement evaluation demonstrated significantly enhanced sensory experiences. These results validate that the developed evaluation model effectively guides multi-sensory design approaches for packaging within a VR environment.
Source: crossref · Quality: baseline
Research context
OpenAlex topics: Color perception and design · Digital Media and Visual Art · Consumer Packaging Perceptions and Trends
SciVX discovery tags are terminology-based. OpenAlex topics are source-provided classifications.
Affiliations
School of Packaging and Materials Engineering, Hunan University of Technology, Zhuzhou 412007, China
Funding
National Key Research and Development Program, China
References (48)
Show source-provided references
1. Customer Demand Concentration in Online Grocery Retailing: Differences between Online and Physical Store Shopping Baskets10.1016/j.elerap.2023.101336 ↗
2. Consumer-to-Consumer Product Trading with Strategic Consumer Behaviors in the Sharing Economy10.1109/TEM.2021.3065099 ↗
3. Research on Strategies for Improving Green Product Consumption Sentiment from the Perspective of Big Data10.1016/j.jretconser.2024.103802 ↗
4. The Greenconsumption Effect: How Using Green Products Improves Consumption Experience10.1093/jcr/ucz045 ↗
5. A Hybrid Macro and Micro Method for Consumer Emotion and Behavior Research10.1109/ACCESS.2023.3303311 ↗
6. The Multisensory Design of Pharmaceuticals and Their Packaging10.1016/j.foodqual.2021.104200 ↗
7. Sound of Freshness: Crafting Multisensory Experience in Perfumery10.1016/j.foodqual.2024.105228 ↗
8. Wang, F., Wang, H., and Cho, J.H. (2022). Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis. Sustainability, 14.10.3390/su14063463 ↗
9. Sensory Aspects of Package Design10.1016/j.jretai.2016.12.002 ↗
10. Ontology for Experimentation of Human-Building Interactions Using Virtual Reality10.1016/j.aei.2023.101903 ↗
11. Acceptance of the Metaverse: A Laboratory Experiment on Augmented and Virtual Reality Shopping10.1108/INTR-05-2022-0334 ↗
12. Developing Semantic VR-Shops for e-Commerce10.1007/s10055-006-0058-y ↗
13. Empirical Analysis of Consumer Reaction to the Virtual Reality Shopping Mall10.1016/j.chb.2007.01.018 ↗
14. Liu, C.-L., and Uang, S.-T. (2022). The Cross-Zone Navigation and Signage Systems for Combatting Cybersickness and Disorientation in Middle-Aged and Older People within a 3D Virtual Store. Appl. Sci., 12.10.3390/app12199821 ↗
15. How Virtual Reality Shopping Experience Enhances Consumer Creativity: The Mediating Role of Perceptual Curiosity10.1016/j.jbusres.2022.113378 ↗
16. Virtual Is so Real! Consumers’ Evaluation of Product Packaging in Virtual Reality10.1002/mar.21743 ↗
17. Zhao, H., Huang, F., Spence, C., and Wan, X. (2017). Visual Search for Wines with a Triangle on the Label in a Virtual Store. Front. Psychol., 8.10.3389/fpsyg.2017.02173 ↗
18. Telepresence, Time Distortion, and Consumer Traits of Virtual Reality Shopping10.1016/j.jbusres.2020.06.056 ↗
19. How Interactivity and Vividness Influence Consumer Virtual Reality Shopping Experience: The Mediating Role of Telepresence
20. A Research Review on the Key Technologies of Intelligent Design for Customized Products10.1016/J.ENG.2017.04.005 ↗
21. Influence of Sustainable Packaging Material and Packaging Conditions on Physicochemical, Microbiological, and Sensorial Properties of Cheeses10.3168/jds.2022-22772 ↗
22. Sun, C., Ding, Y., and Meng, X. (2024). Unpacking the Influence of Visual Density on Pizza Packaging: Sensory Expectations and Purchase Intentions. Foods, 13.10.3390/foods13162567 ↗
23. Virtual Reality: A Review and a New Framework for Integrated Adoption10.1111/ijcs.13040 ↗
24. The Rise of the Virtual Reality (VR) Marketplace: Exploring the Antecedents and Consequences of Cons10.1080/15332861.2021.1875766 ↗
25. Sujuan, H., Shuo, L., and Lili, R. (2023). Application of Human–Computer Interaction Virtual Reality Technology in Urban Cultural Creative Design. Sci. Rep., 13.10.1038/s41598-023-41566-8 ↗
26. Developing a Virtual Reality Healthcare Product Based on Data-Driven Concepts: A Case Study10.1016/j.aei.2023.102118 ↗
27. Investigating the Impact of Shopper Personality on Behaviour in Immersive Virtual Reality Store Environments10.1016/j.jretconser.2021.102581 ↗
28. Dalmazi, M.D., Mandolfo, M., Guixeres, J., Raya, M.A., and Lamberti, L. (2024). How Immersive Technologies Impact Behavioral Responses in Destination Marketing: The Role of Physiological Arousal, Presence, and Age. Int. J. Contemp. Hosp. Manag.10.1108/IJCHM-09-2023-1511 ↗
29. Analytic Hierarchy Process as an Alternative for the Selection of Vocabularies for Sensory Characterization and Consumer Preference10.1111/joss.12547 ↗
30. Analysis on Barriers to Biogas Dissemination in Rwanda: AHP Approach10.1016/j.renene.2020.09.051 ↗
31. AHP, Gray Correlation, and TOPSIS Combined Approach to Green Performance Evaluation of Design Alternatives10.1109/TSMC.2016.2640179 ↗
32. Sensory Substitution Can Improve Decision-Making10.1016/j.chb.2023.107797 ↗
33. Methodology Selecting Packaging Materials Combined Multi-Sensory Experience and Fuzzy Three-stage Network DEA Model10.1002/pts.2698 ↗
34. Analytical Packaging Process: A Method for Improving the Transport Packaging10.1002/pts.2679 ↗
35. Elevating Food Perceptions Through Luxury Verbal Cues: An Eye-Tracking and Electrodermal Activity Experiment10.1177/18393349211028676 ↗
36. Using Eye-Tracking as an Aid to Design On-Screen Choice Experiments10.1016/j.jocm.2020.100232 ↗
37. Lima, D.D.S., and Ventura, D.F. (2023). A Review of Experimental Task Design in Psychophysical Eye Tracking Research. Front. Hum. Neurosci., 17.10.3389/fnhum.2023.1112769 ↗
38. An Analysis of Distributions of Priority Values from Alternative Comparison Scales within AHP10.1016/S0377-2217(01)00221-1 ↗
39. Salomon, V.A.P., and Monteiro Gomes, L.F.A. (2024). Consistency Improvement in the Analytic Hierarchy Process. Mathematics, 12.10.3390/math12060828 ↗
40. Lu, X., and Hsiao, K.-L. (2022). Effects of Diffusion of Innovations, Spatial Presence, and Flow on Virtual Reality Shopping. Front. Psychol., 13.10.3389/fpsyg.2022.941248 ↗
41. Warwick, K., Gray, J.O., and Roberts, D. (1993). Virtual Reality in Engineering, Institution of Electrical Engineers.
42. VR-HandNet: A Visually and Physically Plausible Hand Manipulation System in Virtual Reality
43. Kim, J., and Ha, J. (2021). User Experience in VR Fashion Product Shopping: Focusing on Tangible Interactions. Appl. Sci., 11.10.3390/app11136170 ↗
44. The Effect of Embodied Interaction Designs on Flow Experience: Examination in VR Games10.1007/s10055-023-00758-3 ↗
45. Do Multisensory Stimuli Benefit the Virtual Reality Experience? A Systematic Review10.1109/TVCG.2020.3010088 ↗
46. Influence of Package Design on the Dynamics of Multisensory and Emotional Food Experience10.1016/j.foodqual.2012.06.003 ↗
47. Different Types of Users, Different Types of Immersion: A User Study of Interaction Design and Immersion in Consumer Virtual Reality10.1109/MCE.2018.2816218 ↗
48. Wu, S., and Han, S. (2023). System Evaluation of Artificial Intelligence and Virtual Reality Technology in the Interactive Design of Interior Decoration. Appl. Sci., 13.10.3390/app13106272 ↗