With technological advancement, Virtual Reality (VR) significantly impacts various industrial sectors, including education, medicine, gaming, and tourism. In particular, the idea of VR has been extensively applied in e-commerce to create realistic online shopping experiences. The purpose of this study is to investigate factors influencing purchase intention through VR platforms by applying the concept of the IS success model and flow theory. The data were collected from 300 respondents with experience in online shopping via e-commerce websites. Confirmatory factor analysis and structural equation modeling were used to test the proposed research model. Results indicate that factors influencing purchase intention through virtual reality platforms are attitude, satisfaction, concentration, information quality, service quality, system quality, enjoyment, and time distortion. The findings could guide entrepreneurs and platform developers to develop a virtual reality platform suitable for ecommerce to enhance the consumer experience.
Muensit, Sarocha and Thongmak, Mathupayas, "Factors influencing intention to purchase through VR platforms" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 14.