Buying Intention through Virtual Reality Shopping Platforms: Examination of Technology Acceptance, Satisfaction and Immersive Engagement Determinants

Introduction/Main Objectives: This study delves into how technology acceptance (i.e., perceived ease of use and perceived usefulness) and immersive engagement determinants (i.e., perceived enjoyment, interactivity, and telepresence) influence the satisfaction and purchasing intentions of today's youth, specifically focusing on the moderating role of trust within the context of virtual reality (VR) platforms. Background Problems: The current literature has a limited understanding of users' adoption patterns of VR apps, the impact of VR on consumer behaviour, and the lack of knowledge among young consumers regarding the VR platform. Novelty: Previous studies did not consider trust as a moderator in the relationship between satisfaction and behavioural intention when using VR platforms. Moreover, the current research has extended multiple variables to explain user satisfaction and intention based on TAM. Research Methods: The research used a quantitative methodology based on survey data collected from young consumers in Sarawak, one of the Borneo region's states, who use VR platforms. A two-stage Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis was conducted using WarpPLS 8.0 software. Finding/Results: The finding indicated that satisfaction was positively correlated with perceived usefulness, perceived enjoyment, and telepresence. Besides, satisfaction was positively related to the intention to purchase. Conclusion: This study can guide practitioners in decision-making and serve as a reference for scholars conducting related research in the Borneo region.