[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.9708/jksci.2021.26.05.141

A study on the influence of interaction of virtual reality consumption pattern on consumers' purchase intention under the background of VR technology

Liu, Xiao-Yin (Dept. of Global Business, Graduate School, Kyonggi University)
Liu, Jia-Yu (Dept. of Global Business, Graduate School, Kyonggi University)
Liu, Zi-yang (Dept. of Global Business, Graduate School, Kyonggi University)

Publication Information

Journal of the Korea Society of Computer and Information / v.26, no.5, 2021 , pp. 141-148 More about this Journal

Abstract

The purpose of this study is to explore the interaction of virtual reality consumption pattern under the background of virtual reality, and the influence of such interaction on consumers' purchase intention. In this paper, we selected three independent variables (including content interaction, function interaction and service interaction) and two mediating variables (including perceived quality and perceived value) to explore the relationship between them and consumers' purchase intention, used SPSS24.0 and AMOS24.0, made the analysis of reliability and validity, constructed the structural equation model, and tested the hypotheses. The findings show that: fourteen hypotheses are all true, and the perceived value of virtual reality has a positive influence on consumers' purchase intention. In addition, we find that the perceived value has a mediating effect in this study.

Keywords

Virtual reality consumption pattern; Interactivity; Perceived quality; Perceived value; Purchase intention;

Citations & Related Records

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