Online Decision-Making in VR Application Environments

摘要

The aim of this paper is to understand the process by which consumers’ perception of online VR environments impact theirrnpurchase decision. Combining factor and process models, we propose a transaction framework suggestive of consumerrndecision-making in VR e-commerce environments. The framework is informed by theory to be validated by an experimentalrndesign to understand the antecedents and contingencies that shape decision-making. The study contributes to research byrnconsidering a pertinent, yet parsimonious set of factors and processes that culminate in consumer decision making in rich, VRrndriven environments. The study contributes to practitioners by investigating how consumers perceive virtual environmentsrnthat organizations are spending enormous amounts to develop and maintain, and whether consumer perceptions do impact thernpositive purchase decision.