Understanding consumers' purchase intention in virtual reality commerce environment

Abstract Virtual reality (VR) has developed rapidly and drawn the attention of businesses. E‐commerce practitioners have used VR to improve business performance satisfy consumers' needs by enhancing shopping experience increasing purchase intention. To explore effects platforms on intention, this study a theoretical framework basis task–technology fit. The comprises technological characteristics user (intrinsic extrinsic motivation) can be investigate perceived needs–technology fit identify factors affecting intention platforms. This distributed an online questionnaire received 336 responses. Analysis was performed using partial least squares structural equation modeling. results suggested that is stronger when closer. Hedonic play vital role in In terms characteristics, relative advantage, service compatibility strongly affect addition, feelings spatial presence, key component VR, positively compatibility, trialability negatively complexity. implications findings are also discussed.