The aim of this paper is to understand the process by which consumers’ perception of online VR environments impact their purchase decision. Combining factor and process models, we propose a transaction framework suggestive of consumer decision-making in VR e-commerce environments. The framework is informed by theory to be validated by an experimental design to understand the antecedents and contingencies that shape decision-making. The study contributes to research by considering a pertinent, yet parsimonious set of factors and processes that culminate in consumer decision making in rich, VR driven environments. The study contributes to practitioners by investigating how consumers perceive virtual environments that organizations are spending enormous amounts to develop and maintain, and whether consumer perceptions do impact the positive purchase decision.