A Systematic Review on the Customer Journey Between Two Worlds: Reality and Immersive World

The digital transformation allowed the existence of new realities, with a greater focus currently on the immersive reality and how brands can get with their consumers, personalized and entertaining experiences so that they buy their products in this new concept of decentralization. However, consumer behaviors are not systematic and in new contexts, it is necessary to study their behaviors and especially what they are predisposed to buy. If e-commerce has gained a greater place in the lives of consumers in recent years, it is necessary to understand what the difference is between a new concept of reality. The purpose of this study was therefore to provide a broad synopsis of pertinent studies in the last 15 years about this new paradigm. This systematic review was guided by the principles of PRISMA-ScR. In doing so, the findings from 30 studies were analyzed and suggestions were made for future studies. The results not only synthesize existing empirical evidence of the consumer buying decision and the different realities but also identify some knowledge gaps in the literature to guide future studies.