Unlocking the Virtual Realm: Exploring Consumer Motivations in Embracing Virtual Reality and Augmented Reality for Modern Home Shopping in Thailand
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Purpose: This study aims to investigate factors affecting consumers’ behavioral intention to use virtual reality and augmented reality in online shopping for modern household products in Thailand. The conceptual framework is constructed with perceived usefulness, perceived ease of use has, attitude toward using, social influence, perceived enjoyment, innovativeness, and behavioral intention. Research design, data, and methodology: The population is based on 450 customers who are 18 years old and above, eligible to use credit card and mobile banking (according to Thai laws), living in Thailand and have experience in buying modern household products on top four online shopping platform by market share in Thailand. The sample techniques are purposive, quota and convenience sampling. The data analysis involved the utilization of Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: The findings indicate that innovativeness, attitude toward using, social influence, perceived enjoyment, and innovativeness significantly impact consumers' behavioral intention to adopt VR and AR technology in online shopping contexts. Nevertheless, Perceived usefulness and percived ease of use have no significant effect on behavioral intention. Conclusions: The findings can contribute to the modern household companies. Decision makers in household product companies can consider to invest into VR/AR technology for better customers’ experience and purchase intention
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