The Influence of Virtual Reality Shopping Characteristics on Consumers' Impulsive Buying Behavior

  • 武 明心

Student thesis: Master's Thesis


The research examines the effect of system design factor in the virtual reality shopping store which are interactivity and vividness on customers’ urge to buy impulsively The stimulus-organism-response model is employed to be a theoretical foundation for the study An experiment with 2x2 factorial design is conducted with the participation of 134 participants who are recruited in Tainan city Taiwan The data collected is processed with the assistance of SPSS 22 and SmartPLS 3 0 The result confirms findings from previous studies about the effect of interactivity and vividness on telepresence in virtual reality environment Besides in line with previous research’s results interactivity and vividness significantly affects the perceived diagnosticity The study also finds positive relationships between these two system design factors on customers’ level of playfulness In addition the relationships between telepresence perceived diagnosticity and urge to buy impulsively are not moderated by the level of customers’ impulsiveness meanwhile the relationship of playfulness and urge to buy impulsively is strengthened by the degree of consumers’ impulsiveness Conclusions limitations and suggestion for future research are also provided
Date of Award2018 Jul 27
Original languageEnglish
SupervisorJeng-Chung Chen (Supervisor)

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