What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors

Kuo-Lun Hsiao, Chia-Chen Chen, Kuan-Yu Lin () and Hui-Ya Hsu
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Kuo-Lun Hsiao: National Taichung University of Science and Technology
Chia-Chen Chen: National Chung Hsing University
Kuan-Yu Lin: Ling Tung University
Hui-Ya Hsu: National Taichung University of Science and Technology

Quality & Quantity: International Journal of Methodology, 2023, vol. 57, issue 4, No 27, 3499-3521

Abstract: Abstract Numerous companies are considering implementing virtual reality (VR) technology in both online and offline stores to attract more customers, as they realized in recent years that the shopping contexts built with VR help provide consumers with feeling of presence experience. To explore various factors affecting users’ shopping intention toward using VR, a research model based on the theory of reasoned action and the ABC (affective- behavioral- cognitive) model of attitude was developed. The model, which also encompassed spatial presence, media richness, flow, and VR context empathy, was tested in VR and conventional online shopping contexts. This study involved an online questionnaire used for empirical research, along with the collection and analysis of data of 240 samples by structural equation modeling approach. The findings indicated that attitude is the most important factor affecting the intention of using online shopping while empathy is the most critical factor affecting offline shopping intention. In addition, flow has strong influence on both attitude and empathy. This study also uncovered that spatial presence and media richness have positive influence on users’ flow experience. The implications of these findings are discussed.

Keywords: Virtual reality; Theory of reasoned action; Empathy theory; Spatial presence; Media richness theory; Flow theory (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11135-022-01510-w

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