Research on Consumer Purchase Intentions Towards VR Shopping and Traditional E-commerce in the Post-Pandemic Era

Abstract

In the post-pandemic era, significant changes have occurred in consumer shopping habits and preferences. This study investigates consumer purchase intentions towards virtual reality (VR) shopping and traditional e-commerce. Findings reveal that consumers are increasingly inclined towards novel and convenient shopping experiences. VR shopping, with its immersive nature, attracts a large number of young and tech-savvy consumers. Meanwhile, traditional e-commerce maintains its importance due to a wide selection of products and stable shopping environments. The pandemic accelerated consumer acceptance of online shopping, and VR shopping, as an emerging technology, is gradually unleashing its market potential. However, both methods have their advantages and disadvantages, and consumers consider personal needs, technological acceptance, and shopping experience factors in their purchase decisions. Using collected samples, this thesis analyzes consumer purchase intentions towards VR shopping and traditional e-commerce, and proposes recommendations with identified issues as the basis.