Abstract
V-commerce is an emerging phenomenon that is gaining traction in marketing and business literature and is becoming specifically more prominent in content related to retail practices. However, interpretations and explanations as to what exactly v-commerce refers to and comprises are inconsistent. This paper addresses the fluid conceptualisation of the v-commerce terminology and advocates the usage of v-commerce terminology exclusively for referring to, and as an abbreviation of, virtual commerce—for which a unified definition will be proposed. Taking a business-to-consumer approach, the current implementations of virtual commerce in the retail sector, as well as the potential and future research implications will be discussed.
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de Regt, A., Barnes, S.J. (2019). V-Commerce in Retail: Nature and Potential Impact. In: tom Dieck, M., Jung, T. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-06246-0_2
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