Publicação
Leveraging immersive virtual reality in e-commerce to foster trust and influence consumer purchase intention: Evidence from the automotive industry
| Resumo: | Today, automotive original equipment manufacturers and other companies engaging in online vehicle sales must find innovative ways to promote sales. The main aim of this study is to investigate how an immersive virtual reality experience can be leveraged to influence consumer purchase intention and foster trust when buying vehicles online. Immersion describes the level to which computer displays may provide a user with an all-encompassing, comprehensive, surrounding, and vivid illusion of reality. This study proposes a theoretical model of various constructs influencing users' purchase intention within v-commerce. The model was tested through a quantitative research method, i.e., an online questionnaire. The responses were analyzed using the SEM-PLS method. The perceived ease of use solely determines the intention to use v-commerce for buying a car. This contradicts existing literature. According to the findings, immersion positively impacts product diagnosticity and trust. Moreover, purchase intention is explained by trust, product diagnosticity, use, and test drive. In general, the outcome of this study indicates that immersive virtual reality should be considered a valuable tool for promoting online vehicle sales. |
|---|---|
| Autores principais: | Laakmann, Leon Christopher |
| Assunto: | Virtual Reality V-Commerce Technology Adoption Model Immersion Automotive Industry SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Today, automotive original equipment manufacturers and other companies engaging in online vehicle sales must find innovative ways to promote sales. The main aim of this study is to investigate how an immersive virtual reality experience can be leveraged to influence consumer purchase intention and foster trust when buying vehicles online. Immersion describes the level to which computer displays may provide a user with an all-encompassing, comprehensive, surrounding, and vivid illusion of reality. This study proposes a theoretical model of various constructs influencing users' purchase intention within v-commerce. The model was tested through a quantitative research method, i.e., an online questionnaire. The responses were analyzed using the SEM-PLS method. The perceived ease of use solely determines the intention to use v-commerce for buying a car. This contradicts existing literature. According to the findings, immersion positively impacts product diagnosticity and trust. Moreover, purchase intention is explained by trust, product diagnosticity, use, and test drive. In general, the outcome of this study indicates that immersive virtual reality should be considered a valuable tool for promoting online vehicle sales. |
|---|