Abstract
Virtual reality (VR), which is described as 'consumer-facing technology,' is growing as an alternative shopping channel. VR is expected to provide consumers with a realistic and appealing shopping experience by combining the benefits of on- and offline stores. With the enormous possibilities of VR technology, an increasing number of recent studies have identified the key factors that impact the consumer's VR shopping experience. There is yet a dearth of studies that investigate how the VR experience affects consumers' purchase intention. To gain a better understanding of factors that may lead to consumers' purchase intention via VR shopping experience, we explore the role of product involvement and product information.
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