VR技术驱动沉浸式电商场景构建——消费体验重塑与电商产业发展路径优化研究

VR Technology Drives the Construction of Immersive E-Commerce Scenarios—Research on Consumer Experience Reconstruction and E-Commerce Industry Development Path Optimization

摘要: 在数字经济与电商行业稳健增长的背景下，VR技术正成为重构线上消费生态的关键力量，沉浸式电商被视为行业核心创新方向。VR技术凭借硬件成本下降、5G普及与交互优化，打破传统电商视觉局限，重塑“人–货–场”逻辑，有效提升商品转化与消费效率。然而当前研究多聚焦技术实现，对消费体验机制与产业系统策略探讨不足，行业也面临技术门槛高、场景同质化、产业链不完善、用户接受度不均等问题。研究围绕VR技术与沉浸式电商融合展开研究，阐述其理论、实践与社会意义。VR电商从技术、需求、产业三大逻辑赋能场景构建，实现消费感知与情感体验升级，激活市场潜力、推动业态创新。目前我国VR电商仍处初期，存在技术普惠不足、体验同质化、产业链协同弱、标准缺失等困境。为此，研究从技术普惠化、体验精细化、产业协同化、市场培育常态化、商业模式多元化五大维度提出优化路径，以期推动沉浸式电商规范发展，为数字经济与实体经济融合提供支撑。未来随着技术迭代，VR电商将向轻量化、智能化、个性化方向升级。本文基于刺激–机体–反应理论(S-O-R)，构建VR沉浸式电商消费体验机制影响模型，解析场景刺激、消费者认知情感与行为响应的内在关联。

Abstract: Against the backdrop of robust growth in the digital economy and e-commerce sector, VR technology is emerging as a pivotal force in reshaping online consumption ecosystems, with immersive e-commerce being recognized as a core innovation direction. Leveraging reduced hardware costs, widespread 5G adoption, and optimized interaction capabilities, VR technology breaks through traditional e-commerce visual limitations, redefines the “consumer-product-scenario” dynamic, and significantly enhances product conversion rates and consumption efficiency. However, current research predominantly focuses on technical implementation while inadequately exploring consumer experience mechanisms and industrial system strategies. The industry also faces challenges including high technical barriers, homogeneous application scenarios, incomplete industrial chains, and uneven user adoption rates. This study examines the integration of VR technology with immersive e-commerce, elucidating its theoretical foundations, practical applications, and societal significance. VR-powered e-commerce empowers scenario creation through three key dimensions—technological innovation, market demand analysis, and industrial synergy—enhancing consumer perception and emotional engagement while unlocking market potential and driving business model innovation. China’s VR e-commerce sector remains in its early stages, grappling with issues such as insufficient technological accessibility, homogeneous user experiences, weak industrial collaboration, and lack of standardized protocols. To address these challenges, the study proposes optimization pathways across five dimensions: technological democratization, refined user experience design, industrial coordination mechanisms, normalized market cultivation strategies, and diversified business models. These initiatives aim to promote standardized development of immersive e-commerce and support the integration of digital and real economies. With continuous technological advancements, VR e-commerce is poised to evolve toward lightweight architectures, intelligent systems, and personalized solutions. Based on the S-O-R theory, this paper constructs an influence mechanism model of consumer experience in VR immersive e-commerce, and analyzes the internal relationship among scenario stimulation, consumer cognition and emotion, and behavioral response.