Ethical Considerations as Limitations of Extended Reality: An Empirical Study Through the Lens of Retail Consumers

Abstract

Extended reality (XR) includes virtual reality, augmented reality, and spatial computing. It introduces a spectrum of immersive technologies with the potential for pathbreaking interactions and unique digital engagement. In the case of online retailing, XR is crucial for personalization, interactivity, and information acquisition. The present study focuses on ethical considerations as limitations of extended reality. The sample size chosen for the study was 289 retail consumers. The sampling method used was judgement sampling. The data analysis was conducted with the help of exploratory factor analysis (EFA) and multiple regression analysis (MRA) and artificial neural network (ANN). It was found that the ethical dimensions of XR such as privacy concerns, informed consent, security risks and psychological impact significantly influence the wise use of XR by consumers.