Research on the Impact of Virtual Reality Shopping Space Interface Design on User Immersion Experience: An Empirical Study

With the rapid advancement of virtual reality (VR) technology, its application in e-commerce is expanding. This study investigates the impact of different VR shopping interface layouts on user immersion and presence. Three interface types—planar centralized, multi-layer immersive, and three-dimensional immersive—were designed and evaluated through objective interactive tasks and subjective scales, including NASA-TLX and IPQ. Results indicate that while the planar centralized layout facilitated information acquisition, it lacked immersion. The multi-layer immersive layout emerged as optimal, significantly enhancing visual perception, reducing cognitive load, and improving information search. Conversely, the three-dimensional immersive layout, despite offering some presence benefits, increased complexity and cognitive demands, negatively affecting user experience and information acquisition. This research provides critical insights for VR shopping interface design, emphasizing the profound influence of immersive layouts on user experience and suggesting future exploration of diverse scenarios and user groups.