Role of Telepresence and Information Quality in Driving Purchase Intention through Virtual Reality

Abstract

As virtual reality (VR) technology advances, its impact on consumer behavior is gaining significant attention. This study analyzed two variables from the central route of the Elaboration Likelihood Model including telepresence and information quality that influence customer purchase intention through virtual reality. A web-based survey was conducted using a structured questionnaire developed by adapting scales from previous literature. Through a convenience sampling technique, data was collected from Pakistan. For analysis, the statistical software AMOS was applied.  Structural equation modeling (SEM) revealed significant support for telepresence and information quality both are strong predictors of intention to purchase. The results underscore the crucial part of immersive and informative VR interfaces in shaping consumer decision-making, suggesting that retailers can enhance engagement and drive sales by optimizing these elements. This research adds to the growing literature on immersive technologies in marketing, offering practical insights for businesses leveraging VR to create intention to purchase, and offer valuable implications for retailers to enhance intention to purchase, drive sales, and increase competitive advantage.