Virtual reality (VR) technology has been shown to be a promising teaching method in STEM subjects. Extending these findings, the current study is the first to develop and examine the feasibility of using a VR simulation in marketing (i.e., a non-STEM subject). Specifically, the levels of immersion and three learning outcomes (learning attitude,…

In order to understand (1) what kind of students can be facilitated through the help of three-dimensional virtual learning environment (3D VLE), and (2) the relationship between a conventional test (ie, paper and pencil test) and the 3D VLE used in this study, the study designs a 3D virtual supermarket (3DVS) to help students transform their role…