{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,16]],"date-time":"2026-05-16T00:45:15Z","timestamp":1778892315533,"version":"3.51.4"},"publisher-location":"New York, NY, USA","reference-count":51,"publisher":"ACM","content-domain":{"domain":["dl.acm.org"],"crossmark-restriction":true},"short-container-title":[],"published-print":{"date-parts":[[2024,11,30]]},"DOI":"10.1145\/3726986.3726991","type":"proceedings-article","created":{"date-parts":[[2025,9,29]],"date-time":"2025-09-29T15:13:01Z","timestamp":1759158781000},"page":"46-58","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":1,"title":["Avatar Design in Virtual Retail Environments: A Scoping Review and Proposed Framework"],"prefix":"10.1145","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3110-8917","authenticated-orcid":false,"given":"Yinshu","family":"Zhao","sequence":"first","affiliation":[{"name":"School of Electrical Engineering and Computer Sciences, The University of Queensland, Brisbane, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9355-8430","authenticated-orcid":false,"given":"Marina","family":"Ricci","sequence":"additional","affiliation":[{"name":"Department of Mechanics, Mathematics and Management, Polytechnic University of Bari, Bari, Italy, Italy"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2197-6574","authenticated-orcid":false,"given":"Michele","family":"Fiorentino","sequence":"additional","affiliation":[{"name":"Department of Mechanics, Mathematics and Management, Polythecnic Institute of Bari, Bari, Italy"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1776-7075","authenticated-orcid":false,"given":"Nilufar","family":"Baghaei","sequence":"additional","affiliation":[{"name":"School of Electrical Engineering and Computer Science, University of Queensland, Brisbane, Queensland, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2025,9,29]]},"reference":[{"key":"e_1_3_3_1_2_2","doi-asserted-by":"crossref","unstructured":"Mariano Alca\u00f1iz Enrique Bign\u00e9 and Jaime Guixeres. 2019. Virtual reality in marketing: a framework review and research agenda. Frontiers in psychology 10 (2019) 1530.","DOI":"10.3389\/fpsyg.2019.01530"},{"key":"e_1_3_3_1_3_2","doi-asserted-by":"crossref","unstructured":"Ilias Bergstr\u00f6m Konstantina Kilteni and Mel Slater. 2016. First-person perspective virtual body posture influences stress: a virtual reality body ownership study. PloS one 11 2 (2016) e0148060.","DOI":"10.1371\/journal.pone.0148060"},{"key":"e_1_3_3_1_4_2","doi-asserted-by":"crossref","unstructured":"Daniel Black. 2017. Why can I see my avatar? Embodied visual engagement in the third-person video game. Games and Culture 12 2 (2017) 179\u2013199.","DOI":"10.1177\/1555412015589175"},{"key":"e_1_3_3_1_5_2","doi-asserted-by":"crossref","unstructured":"Lo\u00ebn Boban Ronan Boulic and Bruno Herbelin. 2024. In case of doubt one follows one\u2019s self: the implicit guidance of the embodied self-avatar. IEEE Transactions on Visualization and Computer Graphics (2024).","DOI":"10.1109\/TVCG.2024.3372042"},{"key":"e_1_3_3_1_6_2","doi-asserted-by":"publisher","DOI":"10.1145\/3343036.3343132"},{"key":"e_1_3_3_1_7_2","doi-asserted-by":"crossref","unstructured":"Polona Caserman Augusto Garcia-Agundez and Stefan G\u00f6bel. 2019. A survey of full-body motion reconstruction in immersive virtual reality applications. IEEE transactions on visualization and computer graphics 26 10 (2019) 3089\u20133108.","DOI":"10.1109\/TVCG.2019.2912607"},{"key":"e_1_3_3_1_8_2","doi-asserted-by":"crossref","unstructured":"Veena Chattaraman Wi-Suk Kwon Juan\u00a0E Gilbert and Kassandra Ross. 2019. Should AI-Based conversational digital assistants employ social-or task-oriented interaction style? A task-competency and reciprocity perspective for older adults. Computers in Human Behavior 90 (2019) 315\u2013330.","DOI":"10.1016\/j.chb.2018.08.048"},{"key":"e_1_3_3_1_9_2","doi-asserted-by":"crossref","unstructured":"Chen Chen and Mike\u00a0Z Yao. 2022. Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & marketing 39 3 (2022) 524\u2013542.","DOI":"10.1002\/mar.21630"},{"key":"e_1_3_3_1_10_2","doi-asserted-by":"crossref","unstructured":"Charlotte Dubosc Geoffrey Gorisse Olivier Christmann Sylvain Fleury Killian Poinsot and Simon Richir. 2021. Impact of avatar facial anthropomorphism on body ownership attractiveness and social presence in collaborative tasks in immersive virtual environments. Computers & Graphics 101 (2021) 82\u201392.","DOI":"10.1016\/j.cag.2021.08.011"},{"key":"e_1_3_3_1_11_2","doi-asserted-by":"crossref","unstructured":"Yogesh\u00a0K Dwivedi Laurie Hughes Abdullah\u00a0M Baabdullah Samuel Ribeiro-Navarrete Mihalis Giannakis Mutaz\u00a0M Al-Debei Denis Dennehy Bhimaraya Metri Dimitrios Buhalis Christy\u00a0MK Cheung et\u00a0al. 2022. Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges opportunities and agenda for research practice and policy. International journal of information management 66 (2022) 102542.","DOI":"10.1016\/j.ijinfomgt.2022.102542"},{"key":"e_1_3_3_1_12_2","doi-asserted-by":"publisher","DOI":"10.1145\/3555858.3555911"},{"key":"e_1_3_3_1_13_2","doi-asserted-by":"publisher","DOI":"10.1109\/ISCC.2017.8024496"},{"key":"e_1_3_3_1_14_2","doi-asserted-by":"crossref","unstructured":"Elodie Etienne Anne-Lise Leclercq Ang\u00e9lique Remacle Laurence Dessart and Micha\u00ebl Schyns. 2023. Perception of avatars nonverbal behaviors in virtual reality. Psychology & Marketing 40 11 (2023) 2464\u20132481.","DOI":"10.1002\/mar.21871"},{"key":"e_1_3_3_1_15_2","doi-asserted-by":"publisher","DOI":"10.1109\/ISMAR50242.2020.00025"},{"key":"e_1_3_3_1_16_2","doi-asserted-by":"crossref","unstructured":"Abhijit Guha Dhruv Grewal Praveen\u00a0K Kopalle Michael Haenlein Matthew\u00a0J Schneider Hyunseok Jung Rida Moustafa Dinesh\u00a0R Hegde and Gary Hawkins. 2021. How artificial intelligence will affect the future of retailing. Journal of Retailing 97 1 (2021) 28\u201341.","DOI":"10.1016\/j.jretai.2021.01.005"},{"key":"e_1_3_3_1_17_2","doi-asserted-by":"crossref","unstructured":"Martin Holzwarth Chris Janiszewski and Marcus\u00a0M Neumann. 2006. The influence of avatars on online consumer shopping behavior. Journal of marketing 70 4 (2006) 19\u201336.","DOI":"10.1509\/jmkg.70.4.019"},{"key":"e_1_3_3_1_18_2","doi-asserted-by":"crossref","unstructured":"Matthieu Ischer Na\u00ebm Baron Christophe Mermoud Isabelle Cayeux Christelle Porcherot David Sander and Sylvain Delplanque. 2014. How incorporation of scents could enhance immersive virtual experiences. Frontiers in psychology 5 (2014) 736.","DOI":"10.3389\/fpsyg.2014.00736"},{"key":"e_1_3_3_1_19_2","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-031-20065-6_26"},{"key":"e_1_3_3_1_20_2","doi-asserted-by":"crossref","unstructured":"Konstantina Kilteni Ilias Bergstrom and Mel Slater. 2013. Drumming in immersive virtual reality: the body shapes the way we play. IEEE transactions on visualization and computer graphics 19 4 (2013) 597\u2013605.","DOI":"10.1109\/TVCG.2013.29"},{"key":"e_1_3_3_1_21_2","doi-asserted-by":"crossref","unstructured":"Konstantina Kilteni Raphaela Groten and Mel Slater. 2012. The sense of embodiment in virtual reality. Presence: Teleoperators and Virtual Environments 21 4 (2012) 373\u2013387.","DOI":"10.1162\/PRES_a_00124"},{"key":"e_1_3_3_1_22_2","doi-asserted-by":"crossref","unstructured":"Mark\u00a0B Kolesar and R Wayne\u00a0Galbraith. 2000. A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research. Internet Research 10 5 (2000) 424\u2013438.","DOI":"10.1108\/10662240010349444"},{"key":"e_1_3_3_1_23_2","doi-asserted-by":"crossref","unstructured":"Nir Kshetri Yogesh\u00a0K Dwivedi Thomas\u00a0H Davenport and Niki Panteli. 2023. Generative artificial intelligence in marketing: Applications opportunities challenges and research agenda. 102716\u00a0pages.","DOI":"10.1016\/j.ijinfomgt.2023.102716"},{"key":"e_1_3_3_1_24_2","doi-asserted-by":"crossref","unstructured":"Pei Li Chunmao Wu and Charles Spence. 2020. Multisensory perception and positive emotion: Exploratory study on mixed item set for apparel e-customization. Textile research journal 90 17-18 (2020) 2046\u20132057.","DOI":"10.1177\/0040517520909359"},{"key":"e_1_3_3_1_25_2","doi-asserted-by":"crossref","unstructured":"Yuzhao Liu Yuhan Liu Shihui Xu Kelvin Cheng Soh Masuko and Jiro Tanaka. 2020. Comparing VR-and AR-based try-on systems using personalized avatars. Electronics 9 11 (2020) 1814.","DOI":"10.3390\/electronics9111814"},{"key":"e_1_3_3_1_26_2","doi-asserted-by":"crossref","unstructured":"Fred Miao Irina\u00a0V Kozlenkova Haizhong Wang Tao Xie and Robert\u00a0W Palmatier. 2022. An emerging theory of avatar marketing. Journal of Marketing 86 1 (2022) 67\u201390.","DOI":"10.1177\/0022242921996646"},{"key":"e_1_3_3_1_27_2","doi-asserted-by":"crossref","unstructured":"Jewoong Moon. 2018. Reviews of social embodiment for design of non-player characters in virtual reality-based social skill training for autistic children. Multimodal Technologies and Interaction 2 3 (2018) 53.","DOI":"10.3390\/mti2030053"},{"key":"e_1_3_3_1_28_2","doi-asserted-by":"crossref","unstructured":"Youngme Moon. 2000. Intimate exchanges: Using computers to elicit self-disclosure from consumers. Journal of consumer research 26 4 (2000) 323\u2013339.","DOI":"10.1086\/209566"},{"key":"e_1_3_3_1_29_2","doi-asserted-by":"publisher","DOI":"10.1109\/VRW50115.2020.00074"},{"key":"e_1_3_3_1_30_2","doi-asserted-by":"crossref","unstructured":"Elena Morotti Lorenzo Stacchio Lorenzo Donatiello Marco Roccetti Jari Tarabelli and Gustavo Marfia. 2022. Exploiting fashion x-commerce through the empowerment of voice in the fashion virtual reality arena: Integrating voice assistant and virtual reality technologies for fashion communication. Virtual Reality (2022) 1\u201314.","DOI":"10.1007\/s10055-021-00602-6"},{"key":"e_1_3_3_1_31_2","doi-asserted-by":"publisher","DOI":"10.1109\/ISM52913.2021.00040"},{"key":"e_1_3_3_1_32_2","doi-asserted-by":"crossref","unstructured":"Sol\u00e8ne Neyret Anna\u00a0I Bellido\u00a0Rivas Xavi Navarro and Mel Slater. 2020. Which body would you like to have? The impact of embodied perspective on body perception and body evaluation in immersive virtual reality. Frontiers in Robotics and AI 7 (2020) 492886.","DOI":"10.3389\/frobt.2020.00031"},{"key":"e_1_3_3_1_33_2","doi-asserted-by":"crossref","unstructured":"Kristine\u00a0L Nowak and Jesse Fox. 2018. Avatars and computer-mediated communication: a review of the definitions uses and effects of digital representations. Review of Communication Research 6 (2018) 30\u201353.","DOI":"10.12840\/issn.2255-4165.2018.06.01.015"},{"key":"e_1_3_3_1_34_2","unstructured":"Matthew\u00a0J Page Joanne\u00a0E McKenzie Patrick\u00a0M Bossuyt Isabelle Boutron Tammy\u00a0C Hoffmann Cynthia\u00a0D Mulrow Larissa Shamseer Jennifer\u00a0M Tetzlaff Elie\u00a0A Akl Sue\u00a0E Brennan et\u00a0al. 2021. The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. bmj 372 (2021)."},{"key":"e_1_3_3_1_35_2","doi-asserted-by":"crossref","unstructured":"Guy Par\u00e9 Marie-Claude Trudel Mirou Jaana and Spyros Kitsiou. 2015. Synthesizing information systems knowledge: A typology of literature reviews. Information & management 52 2 (2015) 183\u2013199.","DOI":"10.1016\/j.im.2014.08.008"},{"key":"e_1_3_3_1_36_2","doi-asserted-by":"publisher","DOI":"10.1109\/ISMAR-Adjunct57072.2022.00210"},{"key":"e_1_3_3_1_37_2","doi-asserted-by":"crossref","unstructured":"Marina Ricci Alessandro Evangelista Annalisa Di\u00a0Roma and Michele Fiorentino. 2023. Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences. Virtual Reality 27 3 (2023) 2281\u20132296.","DOI":"10.1007\/s10055-023-00806-y"},{"key":"e_1_3_3_1_38_2","doi-asserted-by":"crossref","unstructured":"Miriam Ross. 2020. Virtual reality\u2019s new synesthetic possibilities. Television & new media 21 3 (2020) 297\u2013314.","DOI":"10.1177\/1527476418805240"},{"key":"e_1_3_3_1_39_2","doi-asserted-by":"crossref","unstructured":"Alexander Schnack Malcolm\u00a0J Wright and Judith\u00a0L Holdershaw. 2021. Does the locomotion technique matter in an immersive virtual store environment?\u2013Comparing motion-tracked walking and instant teleportation. Journal of Retailing and Consumer Services 58 (2021) 102266.","DOI":"10.1016\/j.jretconser.2020.102266"},{"key":"e_1_3_3_1_40_2","doi-asserted-by":"publisher","DOI":"10.1109\/VRW58643.2023.00274"},{"key":"e_1_3_3_1_41_2","doi-asserted-by":"publisher","DOI":"10.1109\/SIVE.2015.7361295"},{"key":"e_1_3_3_1_42_2","doi-asserted-by":"crossref","unstructured":"Bernhard Spanlang Jean-Marie Normand David Borland Konstantina Kilteni Elias Giannopoulos Ausi\u00e0s Pom\u00e9s Mar Gonz\u00e1lez-Franco Daniel Perez-Marcos Jorge Arroyo-Palacios Xavi\u00a0Navarro Muncunill et\u00a0al. 2014. How to build an embodiment lab: achieving body representation illusions in virtual reality. Frontiers in Robotics and AI 1 (2014) 9.","DOI":"10.3389\/frobt.2014.00009"},{"key":"e_1_3_3_1_43_2","doi-asserted-by":"crossref","unstructured":"Ana Tajadura-Jim\u00e9nez Domna Banakou Nadia Bianchi-Berthouze and Mel Slater. 2017. Embodiment in a child-like talking virtual body influences object size perception self-identification and subsequent real speaking. Scientific reports 7 1 (2017) 9637.","DOI":"10.1038\/s41598-017-09497-3"},{"key":"e_1_3_3_1_44_2","doi-asserted-by":"crossref","unstructured":"Adrien Verhulst Jean-Marie Normand Cindy Lombart Maki Sugimoto and Guillaume Moreau. 2018. Influence of being embodied in an obese virtual body on shopping behavior and products perception in VR. Frontiers in Robotics and AI 5 (2018) 113.","DOI":"10.3389\/frobt.2018.00113"},{"key":"e_1_3_3_1_45_2","doi-asserted-by":"crossref","unstructured":"Thomas Waltemate Dominik Gall Daniel Roth Mario Botsch and Marc\u00a0Erich Latoschik. 2018. The impact of avatar personalization and immersion on virtual body ownership presence and emotional response. IEEE transactions on visualization and computer graphics 24 4 (2018) 1643\u20131652.","DOI":"10.1109\/TVCG.2018.2794629"},{"key":"e_1_3_3_1_46_2","doi-asserted-by":"crossref","unstructured":"David Westerman Ron Tamborini and Nicholas\u00a0David Bowman. 2015. The effects of static avatars on impression formation across different contexts on social networking sites. Computers in Human Behavior 53 (2015) 111\u2013117.","DOI":"10.1016\/j.chb.2015.06.026"},{"key":"e_1_3_3_1_47_2","doi-asserted-by":"crossref","unstructured":"Linfeng Wu and Karen\u00a0B Chen. 2024. Examining the effects of gender transfer in virtual reality on implicit gender bias. Human factors 66 5 (2024) 1504\u20131519.","DOI":"10.1177\/00187208221145264"},{"key":"e_1_3_3_1_48_2","doi-asserted-by":"publisher","DOI":"10.1145\/3532104.3571460"},{"key":"e_1_3_3_1_49_2","doi-asserted-by":"crossref","unstructured":"Seung-Chul Yoo Jorge\u00a0F Pe\u00f1a and Minette\u00a0E Drumwright. 2015. Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers\u2019 age discrimination on purchasing and prosocial behaviors. Computers in Human Behavior 48 (2015) 62\u201371.","DOI":"10.1016\/j.chb.2015.01.042"},{"key":"e_1_3_3_1_50_2","doi-asserted-by":"crossref","unstructured":"Keiichi Zempo Azusa Yamazaki Naoto Wakatsuki Koichi Mizutani and Yukihiko Okada. 2022. Mouth-in-the-door: The effect of a sound image of an avatar intruding on personal space that deviates in position from the visual image. IEEE Access 10 (2022) 125772\u2013125791.","DOI":"10.1109\/ACCESS.2022.3222804"},{"key":"e_1_3_3_1_51_2","doi-asserted-by":"publisher","DOI":"10.1109\/ISMAR-Adjunct60411.2023.00171"},{"key":"e_1_3_3_1_52_2","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-91593-7_11"}],"event":{"name":"OzCHI '24: 36th Australasian Conference on Human-Computer Interaction","location":"Meanjin | Brisbane Australia","acronym":"OzCHI '24"},"container-title":["Proceedings of the 36th Australasian Conference on Human-Computer Interaction"],"original-title":[],"link":[{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.1145\/3726986.3726991","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,9,29]],"date-time":"2025-09-29T16:33:16Z","timestamp":1759163596000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/3726986.3726991"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,11,30]]},"references-count":51,"alternative-id":["10.1145\/3726986.3726991","10.1145\/3726986"],"URL":"https:\/\/doi.org\/10.1145\/3726986.3726991","relation":{},"subject":[],"published":{"date-parts":[[2024,11,30]]},"assertion":[{"value":"2025-09-29","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}