V-Commerce: Factors Influencing the Purchase Intention of Portuguese Consumers

• Author(s): Teixeira, Sara ; Teixeira, Sandrina
• Date: 2026
• Origin: European Journal of Applied Business and Management
• Document Type: Journal article
• Language: English

Description

Purpose: E-commerce usage is growing rapidly due to technological advancements and changes in consumer behaviour. An emerging trend in e-commerce is v-commerce, which uses immersive technologies to deliver interactive experiences for consumers. Therefore, it is essential to understand the consumer and their purchasing behaviour in this medium.Methodology: To achieve this objective, a quantitative methodology was employed using an online questionnaire (N=100).Results: The study concluded that a positive attitude towards v-commerce influences purchase intention, and that perceived usefulness, perceived ease of use, and perceived convenience also influence purchase intention among Portuguese consumers.Research limitations: This study is limited by a small, non-representative sample and the exclusion of additional influencing factors. Future research could expand on these areas.Practical implications: The goal of this study is to provide insights into consumer behaviour and the factors that determine purchase intention, enabling managers and marketers to enhance their strategic decision-making.Originality: The study explores the emerging trend of v-commerce and provides valuable insights into how immersive technologies can influence purchase intention —an area that has not been extensively studied.Keywords: V-commerce; purchase intention; attitude; consumer behaviour; immersive technology.DOI: https://doi.org/10.58869/SPM/02