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Leveraging immersive virtual reality in e-commerce to foster trust and influence consumer purchase intention: Evidence from the automotive industry
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Autores
Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Palavras-chave
Virtual Reality V-Commerce Technology Adoption Model Immersion Automotive Industry SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure