Scholarlink

<p>Although VR-enabled virtual commerce is becoming an important interface for metaverse-oriented retail, limited research has explained how immersive system characteristics shape consumers’ urge to buy impulsively. To avoid conceptual conflation, this study treats the metaverse as the broader digital commerce ecosystem and virtual reality (VR) as the interface technology through which consumers experience virtual stores. Drawing on the stimulus-organism-response framework, the study examines how vividness, telepresence, and interactivity influence VR practice, authentic experience, continuance usage intention, and the urge to buy impulsively. Survey data from 518 Vietnamese early adopters with prior exposure to VR-enabled shopping were analyzed using PLS-SEM. The findings show that vividness, telepresence, and interactivity positively affect VR practice and authentic experience. VR practice further enhances authentic experience, continuance usage intention, and the urge to buy impulsively, while authentic experience and continuance usage intention also significantly increase impulsive buying urges. User information privacy control plays a boundary role: it strengthens the effects of vividness and telepresence on VR practice but weakens the effect of interactivity. These results suggest that immersive retail design can stimulate impulse-oriented responses when it feels vivid, present, and authentic, yet managers must carefully balance interaction intensity with transparent privacy control. The study shows that VR shopping features are more likely to stimulate impulsive buying urges when they encourage users to actively practice shopping tasks and perceive the experience as authentic.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Understanding consumer responses to virtual reality shopping through authentic experience

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月19日

查看全文
  • Van Dat Tran,
  • Thi Ngoc Linh Vo,
  • Ngọc Anh Thu Tran,
  • Thi Tuyet Tran

摘要

Although VR-enabled virtual commerce is becoming an important interface for metaverse-oriented retail, limited research has explained how immersive system characteristics shape consumers’ urge to buy impulsively. To avoid conceptual conflation, this study treats the metaverse as the broader digital commerce ecosystem and virtual reality (VR) as the interface technology through which consumers experience virtual stores. Drawing on the stimulus-organism-response framework, the study examines how vividness, telepresence, and interactivity influence VR practice, authentic experience, continuance usage intention, and the urge to buy impulsively. Survey data from 518 Vietnamese early adopters with prior exposure to VR-enabled shopping were analyzed using PLS-SEM. The findings show that vividness, telepresence, and interactivity positively affect VR practice and authentic experience. VR practice further enhances authentic experience, continuance usage intention, and the urge to buy impulsively, while authentic experience and continuance usage intention also significantly increase impulsive buying urges. User information privacy control plays a boundary role: it strengthens the effects of vividness and telepresence on VR practice but weakens the effect of interactivity. These results suggest that immersive retail design can stimulate impulse-oriented responses when it feels vivid, present, and authentic, yet managers must carefully balance interaction intensity with transparent privacy control. The study shows that VR shopping features are more likely to stimulate impulsive buying urges when they encourage users to actively practice shopping tasks and perceive the experience as authentic.