Customizing Young Consumers’ Traits in Domestic Cars through Personalized Virtual Shopping Experience

Abstract

Younger consumers have become a dominant force in the Chinese automobile market. However, their aspiration to own luxurious cars contradicts their ability to purchase them. This study explores methods for expediting car-buying experience among young consumers when acquiring domestic national vehicles. This study conducts a desktop survey and reports the results of a systematic literature review synthesis aiming to provide the young buyers with a sense of luxury and exclusivity in their vehicle purchases. The survey covered buying experience, VR in shopping and personalized virtual shopping. This study found the younger generation is interested in using virtual reality (VR) technology—which enhances interactivity and immersive environments, fosters inclusivity and personalization, and expedites decision-making. Through the immersive virtual engagement, national automotive dealers could provide an effective and customized purchasing approach for young users as if they would undergo the traditional luxury car-buying experience. The results contribute to understanding consumer behavior in the context of personalized virtual shopping experiences and propose a conceptual framework for expediting the buying experience among the young Chinese car buyers. The results advocate adopting immersive VR technologies tailored to accommodate customers’ personalities. This approach seeks to offer a cost-effective, customized purchasing avenue, affording young users a luxurious car-buying experience while expediting the entire process in the context of the Chinese automotive market. Future studies are recommended to extend the realm of personalized virtual shopping experiences within the automotive sector and develop a framework for applying VR to automotive marketing.