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

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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)

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.

Suggested Citation

  • Kuo-Lun Hsiao & Chia-Chen Chen & Kuan-Yu Lin & Hui-Ya Hsu, 2023. "What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3499-3521, August.
    • Handle: RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01510-w
    DOI: 10.1007/s11135-022-01510-w
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