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理解消費者在虛擬實境電商環境中的購買意圖
理解消費者在虛擬實境電商環境中的購買意圖
DOI: 10.1002/cb.2226
RESEARCH ARTICLE
J Consumer Behav. 2023;1–15. wileyonlinelibrary.com/journal/cb © 2023 John Wiley & Sons Ltd. 1
2 HSIAO and LIN
continue to change how consumers interact with platforms and create RQ3. What factors affect consumers' intention to make
opportunities for e-commercial retailers to embrace change. purchases on VR shopping platforms?
Businesses have launched services that incorporate VR to attract
consumers and remain competitive. However, consumers' intention to
shop using VR remains underexplored. For this reason, the present 2 | THEORETICAL BACKGROUND
study explores how VR affects purchase intention. Researchers have
used the technology acceptance model (Davis, 1989) and theory of 2.1 | TTF theory
planned behavior (Ajzen, 1991) to measure behavioral intention in
relation to technology. Goodhue and Thompson (1995) proposed the Goodhue and Thompson (1995) suggested that technology is only
concept of task–technology fit (TTF), a measure of similarity between used when its function satisfies task needs. Thus, users employ infor-
consumers' needs and technology's abilities, and indicated that TTF mation technology when its function satisfies and supports their
affects behavioral intention. Studies have since employed the TTF needs for task activities. TTF is related to this process of technology
to explore behavioral intention in relation to emerging technology facilitating tasks and can determine whether a technology will be
(Baabdullah et al., 2019; Cheng, 2021; Ip & Wagner, 2008; adopted (Ip & Wagner, 2008; Tam & Oliveira, 2019; Yuce et al., 2019;
Lin, 2016). Zhang et al., 2017). Research on online shopping, e-commerce, blogs,
Ip and Wagner (2008) proposed a needs–technology fit model VR, and smart technology has revealed that TTF directly, positively,
based on TTF and used it to explore the influence of the aforemen- and significantly affects usage intention. Numerous studies have been
tioned fit on use of information technology; this effect was positive based on TTF as theory, with their research constructs being modified
when the technology matched users' needs. Lin (2016) combined the to suit the specific context (Baabdullah et al., 2019; Bere, 2018;
model with uses and gratifications (U&G) theory to explore intention Cheng, 2021; Huang et al., 2017; Ip & Wagner, 2008; Rahi et al.,
to use mobile technology; motivational needs and a technology's char- 2021; Rai & Selnes, 2019; Zhang et al., 2017). Scholars have indicated
acteristics were found to directly affect perceived needs–technology that TTF is part of a goal-oriented perspective and conveys how indi-
fit, which affected intention to continue using the technology. Thus, viduals use technology to increase efficiency or achieve goals.
purchase behavior is determined by whether a technology can satisfy Researchers (IP & Wagner, 2008; Lin, 2016) further stated that
a consumer's needs (Ip & Wagner, 2008; Lin, 2016). users used a technological service or product, as they are driven to do
Some studies on emerging technologies (such as VR, augmented so by their own motivational needs and the factors of technological
reality, mobile technology, and social networks) have used the diffu- characteristics, where if there was a use needs-technology fit
sion of innovation theory. Individuals can either accept, hesitate to between the two that could effectively help satisfy the users, positive
use, or reject a new technology, and each of these reactions is associ- use experience would be generated, which in turn affected the users'
ated with certain factors (Kaur et al., 2020; Magsamen-Conrad & Dil- behaviors of using technology. That makes it clear that for users to
lon, 2020), such as the perceived benefits of the technology, its use an emerging information technology, they often are subject
complexity, and whether consumers can test the technology out. Con- to whether there is a balance between technological characteristics
sumers engage with technology more quickly and frequently when and the factors of their needs, which in turn gives rise to their behav-
the technology meets their needs (Ali et al., 2021; Kaur et al., 2020; ioral intention (IP & Wagner, 2008; Lin, 2016). VR provides users with
Rogers, 1995). In the case of VR, the primary innovative characteristic the feeling of presence in a way that high-quality images, smoothly-
is its immersiveness (Rodríguez-Ardura & Meseguer-Artola, 2016; flowing system and abundant contents rendered in 3-D space allow
Tussyadiah et al., 2018)—its ability to create the experience of being the users to be immersed in virtual world (Hsiao et al., 2023; Kim &
in a real environment complete with sound (Lim et al., 2022). Ko, 2019; Tussyadiah et al., 2018) while satisfied with both utilitarian
Most research on the use of emerging technology has been based feeling and hedonic feeling (Alzayat & Lee, 2021), whereby to increase
on TTF, which does not account for users' perspectives and needs their purchase intention (Lim et al., 2022). that tells us that by means
(Ip & Wagner, 2008; Lin, 2016), which are key factors affecting pur- of unique technological characteristics, while VR provides users with a
chase intention. For this reason, the present study used TTF (utilitar- shopping environment where they feel as if in it, VR also helps
ian value), perceived needs–technology fit (hedonic value), U&G increase their utilitarian and hedonic needs, and in turn arouses their
theory, and diffusion of innovation theory to explore how VR affects purchase intention (Kim & Ko, 2019; Manis & Choi, 2018; Wei et al.,
purchase intention. The research questions (RQs) were as follows: 2019; Xi & Hamari, 2021; Yang & Han, 2021). However, in exploring
consumers' purchase intention within VR environment, little research
RQ1. What are consumers' needs and the technological has cross-examined technological characteristics and user's motiva-
characteristics of VR shopping platforms, and what is tional needs to understand whether a balance between them would
the fit between them? form needs-technology fit and further affect purchase intention.
From all the above stated, this study explores what consumers in
RQ2. How does the degree of immersiveness in VR VR shopping environment would be subject to that affect their shop-
affect this fit? ping intention when using the VR, on the theoretical basis of the
HSIAO and LIN 3
task–technology fit theory, with references made to the perspectives observability, and trialability are key factors affecting intention to use
of technological characteristics and user needs proposed by emerging technologies.
researchers (IP & Wagner, 2008; Lin, 2016), as well as a underlying The key characteristic of VR is the feeling of spatial presence it
framework for development of the perceived need-technology fit creates (Hsiao et al., 2023; Tussyadiah et al., 2018; Vettehen et al.,
model and combining other related factors. 2019; Wei et al., 2019); a user can view merchandize in a 360 pano-
ramic environment, which generates immersiveness (Tussyadiah et al.,
2018; Vettehen et al., 2019). Spatial presence may also satisfy users'
2.2 | U&G theory needs (Alzayat & Lee, 2021; Ecommerceguide, 2022). For this reason,
in addition to the five key characteristics used within diffusion of
U&G theory was first introduced by Katz et al. (1974) in The Uses of innovation theory, this study explored the immersiveness of VR shop-
Mass Communications, in which Katz et al. indicated that research on ping platforms.
communications has focused on the effects of media on audiences.
U&G theory focuses on how media are used and the psychological
motivations to use certain media. U&G theory assumes that individ- 3 | RE S E A R C H M O D E L A N D H Y P O T H E S E S
uals actively select media for specific purposes and that individuals
know their own needs. Ko et al. (2005) reported that Figure 1 presents the study's research model, which was based on
individuals understand their needs and select media to satisfy these TTF, U&G theory, and diffusion of innovation theory. Perceived
needs. Therefore, the satisfaction of needs is a critical factor affecting needs–technology fit is a key factor affecting intention to purchase
a person's attitude toward media. U&G theory can be employed to on VR shopping platforms. Motivational needs comprise extrinsic
investigate motivations and the decision to use any form of mass motivation (utilitarian needs) and intrinsic motivation (hedonic needs).
communication media (Ko et al., 2005; Lin, 2016; Ray et al., 2019).
Thus, U&G theory can also be used to explore the relationship of VR
with purchase intention (Xi & Hamari, 2021). For this reason, this 3.1 | Perceived needs–technology fit
study used U&G theory to identify factors that affect intention to use
VR shopping platforms in relation to needs. Ip and Wagner (2008) indicated that needs–technology fit determines
whether individuals adopt a technology. When a technological service
or product helps users achieve their goals, their usage intention is
2.3 | Diffusion of innovation theory stronger. Ip and Wagner (2008) replaced task characteristic with blog-
gers' social needs in the context of social media; a balance between
Rogers (1995) proposed diffusion of innovation theory, which purports bloggers' needs and the technological characteristics of blogs was
that the intention to use an emerging service or product is affected by found to lead to greater usage intention. Lu and Yang (2014) discov-
its relative advantages, service compatibility, complexity, trialability, and ered that high needs–technology fit increases intention to use infor-
observability. These characteristics have been widely used to examine mation technology. Lin (2016) indicated that in addition to satisfying
newly developed services and products. For instance, Sabi et al. (2016) the needs associated with a task, mobile technology should satisfy
explored intention to use cloud technology by determining its relative users' needs; this satisfaction increases the users' intention to con-
advantages, service compatibility, complexity, observability, and trial- tinue using the mobile technology. Thus, closer needs–technology
ability; all characteristics were found to positively affect intention to leads to stronger usage intention (Ip & Wagner, 2008; Lin, 2016; Lu &
use cloud technology except for complexity, which had a negative Yang, 2014; Xi & Hamari, 2021). This study defines perceived needs–
effect. Alsaad et al. (2017) explored business-to-business e-commerce technology fit as the extent to which users perceive that a technology
and revealed that relative advantages, service compatibility, and com- can satisfy their needs. VR, a unique technology, is likely to satisfy
plexity affect usage intention. Johnson et al. (2018) explored how rela- users' needs and thus increase purchase intention (Martínez-Navarro
tive advantages, observability, trialability, ease of use (complexity), et al., 2019; Wei et al., 2019; Yang & Han, 2021). On this basis, the
perceived risk, perceived safety, and perceived popularity affect inten- following hypothesis was proposed:
tion to use mobile payment systems; ease of use (complexity), relative
advantages, and observability had direct affects. Magsamen-Conrad Hypothesis 1. Perceived needs–technology fit positively
and Dillon (2020) explored how relative advantages, service compatibil- affects purchase intention.
ity, complexity, observability, and trialability affect intention to use
mobile technology. Studies have employed diffusion of innovation the-
ory to explore various topics, such as mobile payment, mobile apps, e- 3.2 | Utilitarian and hedonic needs
commerce, social networking sites, and social media (Fang et al., 2017;
Johnson et al., 2018; Kaur et al., 2020; Kim et al., 2019; Sarmah et al., According to cognitive evaluation theory, motivation can be intrinsic
2018). Relative advantages, service compatibility, complexity, or extrinsic (Deci, 1975; Kim et al., 2007). Extrinsic motivation is
4 HSIAO and LIN
based on rewards outside the individual (Kim et al., 2007), whereas utilitarian and hedonic needs in consumers. On this basis, this study
intrinsic motivation comes factors from within the individual, such as proposed the following hypotheses:
psychological factors and emotions (Davis et al., 1992). Researchers
(Kim et al., 2007; Lin, 2016; Wei et al., 2015) have indicated that Hypothesis 2. Utilitarian needs positively affect perceived
hedonism can induce intrinsic motivation and that utility can cause needs–technology fit.
extrinsic motivation.
Extrinsic motivation and intrinsic motivation strongly affect a per- Hypothesis 3. Hedonic needs positively affect perceived
son's attitude toward information technology (Carlson et al., 2021; needs–technology fit.
Huang & Kuo, 2020; Lin, 2016; Wei et al., 2015; Yang & Han, 2021).
Yang and Han (2021) reported that both extrinsic (utilitarian) motiva-
tion and intrinsic (hedonic) motivation are required for individuals to 3.3 | Technological characteristics
use VR. Exploratory research on the sharing economy (e.g., Airbnb
and Uber) conducted by Huang and Kuo (2020) indicated that users' 3.3.1 | Relative advantages
motivations to share assets can be utilitarian or hedonic. Lin (2016)
noted that extrinsic motivations to use mobile communication soft- Relative advantages are the benefits that users can derive from switching
ware are utilitarian and that intrinsic motivations are hedonic. In addi- from one technology to another (Rogers, 1995), such as an increase in
tion, utilitarian and hedonic needs positively affect perceived needs– convenience (Kaur et al., 2020; Lee & Chow, 2020). VR can be used to
technology fit. simulate real-world shopping experiences; 3D experience and recommen-
VR can help users preview and obtain information regarding mer- dation systems can help consumers determine their preferences (Fraustino
chandize, which can increase purchase intention (Martínez-Navarro et al., 2018; Wei et al., 2019). Therefore, VR may have relative advantages
et al., 2019; Xi & Hamari, 2021), help satisfy users' needs, and posi- (e.g., immersiveness) and thus result in close perceived needs–technology
tively affect their attitude toward VR (Pizz et al., 2019; Schnack et al., fit. On this basis, the following hypothesis was proposed:
2019). Shopping through VR can provide a new, pleasurable experi-
ence for consumers and can thus result in positive feelings (Farah Hypothesis 4. Relative advantages positively affect
et al., 2019; Hollebeek et al., 2020). Therefore, VR can satisfy both perceived needs–technology fit.
HSIAO and LIN 5
3.3.2 | Service compatibility and online and offline resources will help enhance the shopping expe-
rience for consumers (Farah et al., 2019; MIC, 2022c). The ability to
Rogers (1995) defined compatibility as the consistency between innova- engage in a trial VR session can satisfy consumers' needs and thus
tion and potential users' values, experiences, and needs. Research improve perceived needs–technology fit. On this basis, the following
extended this concept to service compatibility theory, which emphasizes hypothesis was proposed:
the consistency between the service provided by information technology
and the user's service need (Lee & Chow, 2020; Lin, 2016). Hypothesis 7. Trialability positively affects perceived
VR technology in shopping platforms would provide users with needs–technology fit.
more functional applications through the integration of virtual and real
worlds (Martínez-Navarro et al., 2019). VR alters how customers interact
with shopping platforms or environments. Customers can receive com- 3.3.5 | Observability
mercial services they need by using VR (Pizz et al., 2019). Customers can
engage in a commercial context similar to the real world and interact Observability is the degree to which the innovativeness of a technol-
with characters and merchandize in real-time by using a VR service. ogy and the technology's effects can be seen by individuals who are
Technological characteristics enable them to virtually use services in the deciding whether to adopt the technology (Dong & Wang, 2018; John-
same manner as conventional commerce, which may increase the per- son et al., 2018; Kaur et al., 2020; Rogers, 1995). Dong and Wang (2018)
ceived need–technology fit and thus increase their purchase intention. defined observability as the degree to which individuals can acquire
On this basis, the following hypothesis was proposed: information regarding technological products or services. Their study
revealed that higher observability correlates with lower perceived risk
Hypothesis 5. Service compatibility positively affects and stronger intention to purchase items through e-commerce on social
perceived needs–technology fit. media. Johnson et al. (2018) reported that when an individual observes
others using an emerging technology that would meet their needs, the
individual's usage intention is positively affected.
3.3.3 | Complexity VR has already affected various aspects of people's lives. How-
ever, as technology as matured and its costs decreased, VR's commer-
Complexity is the amount of time or effort required to learn to use a tech- cial potential has grown (Parisi, 2015). Commercial businesses have
nology (Kaur et al., 2020; Lee & Chow, 2020) or the difficulty associated created new opportunities by using VR and altered their operational
with understanding or using a product or service. Complexity has been models (Farah et al., 2019; Hollebeek et al., 2020; Schnack et al.,
used to explore services and products based on emerging technology. 2021). For example, businesses have created realistic 3D environ-
When aspects of emerging products or services such as system interfaces ments to display merchandize with links to their websites to increase
are difficult to use or understand, user satisfaction can be low, which neg- the ease of purchasing for consumers (Martínez-Navarro et al., 2019).
atively affects the users' attitudes toward the product or service (Kaur VR can enable users to experience shopping, travel, and other activi-
et al., 2020). Therefore, complexity negatively affects willingness to use ties on mobile devices, computers, headsets, or all-in-one devices
emerging technology (Lee & Chow, 2020) and perceived needs–technol- (Hsiao et al., 2023; Kim & Hall, 2019). VR has helped consumers
ogy fit. On this basis, the following hypothesis was proposed: understand that they can experience shopping through technological
means (Alzayat & Lee, 2021; Farah et al., 2019). Therefore, the
Hypothesis 6. Complexity negatively affects perceived observability of VR can increase the degree of needs–technology fit.
needs–technology fit. On this basis, the following hypothesis was proposed:
constitutes a relative advantage and results in high observability (MIC, Pascual-Miguel et al. (2015) demonstrated that purchase intention differs
2022c). Greater spatial presence can also increase intention to try out by product type for women but not for men. Therefore, gender may affect
new technology. In addition, because spatial presence in VR creates consumers' purchase intention. Huang et al. (2017) revealed that experi-
shopping experiences that are similar to the real world, spatial pres- ence with online games affected intention to spread word of mouth
ence positively affects service compatibility. Although the complexity online. Manis and Choi (2018) demonstrated that experience with VR
of VR may discourage consumers from using it, spatial presence can affected VR usage intention. On this basis, the following hypotheses were
negatively affect perceived complexity (Hsiao et al., 2023). On this developed:
basis, the following hypotheses were developed:
Hypothesis 10. Gender affects purchase intention.
Hypothesis 9a. Spatial presence positively affects rela-
tive advantage. Hypothesis 11. Experience with online shopping posi-
tively affects purchase intention.
Hypothesis 9b. Spatial presence positively affects ser-
vice compatibility. Hypothesis 12. Experience with VR shopping positively
affects purchase intention.
Hypothesis 9c. Spatial presence negatively affects
complexity.
4 | METHODOLOGY
Hypothesis 9d. Spatial presence positively affects
trialability.
4.1 | Data collection
T A B L E 1 Demographic
Measure Item Frequency Percentage (%)
characteristics of respondents
Gender Female 186 63.7
Male 106 36.3
Age (years) Under 18 15 5.1
19–25 104 35.6
26–30 64 21.9
31–35 60 20.5
36–40 14 4.8
> 41 35 12
Education High school or under 42 14.4
College/university 172 58.9
Graduate degree 78 26.7
Occupation Office workers 134 45.8
Student 90 30.8
Home makers 24 8.2
others 44 15
Monthly income (TWD) <20,000 102 34.9
20,001-30,000 57 19.5
30,001-40,000 83 28.4
40,001-50,000 24 8.2
> 50,001 26 8.9
Online purchasing Under 1 3 1
experience (years)
1–5 32 11
6–15 51 17.5
Over 16 206 70.5
VR purchasing experience (years) Under 1 116 39.7
1–5 117 40.1
6–15 55 18.8
Over 16 4 1.4
Device VR's device (ex: Cardboard) 8 2.7
Mobile phone 53 18.2
PC or laptop 231 79.1
the context of VR. The items used to measure purchase intention 5 | DATA ANALYSIS AND RESULTS
were adapted from Alalwan (2018). The items used to measure
perceived needs–technology fit, utilitarian needs, and hedonic The two-step approach proposed by Anderson and Gerbing (1988)
needs were adapted from Lin (2016). The items employed to mea- was used to analyze the data. The convergent validity and discrimi-
sure spatial presence were adapted from Rodríguez-Ardura and nant validity of the measurement model were assessed, and the
Meseguer-Artola (2016). The items used to measure relative research hypotheses and framework were then tested.
advantage, service compatibility, and complexity were adapted
from Fang et al. (2017), Kim and Ammeter (2014), and Lin and Lu
(2015). The items used to measure trialability and observability 5.1 | Measurement model
were based on the items proposed by Johnson et al. (2018). All
items were measured using a 5-point Likert scale, ranging from The measurement model was tested using SmartPLS 3.2. Henseler
1 (strongly disagree) to 5 (strongly agree). The items are presented et al. (2014) reported that the standardized root mean square
in Appendix A. residual (SRMR) can be used to determine goodness of fit (GoF).
8 HSIAO and LIN
Abbreviations: AVE, average variance extracted; CR, composite reliability; FL, factor loading.
Hu and Bentler (1998) suggested that an SRMR value of <0.01 or (2009) reported that GoF values of 0.25 to 0.36 indicate medium fit
<0.08 indicates high GoF. The SRMR in this study was 0.068, which and that values of >0.36 indicate high fit. The GoF value in this study
indicates suitable GoF. The GoF of the entire model was examined was 0.66, which indicates high fit.
using partial least squares regression (Henseler & Sarstedt, 2013); The measurement model was assessed in terms of construct reli-
indices for the measurement model and structural model were ability, convergent validity, and discriminant validity. The internal con-
assessed to determine the utility of the entire model. Wetzels et al. sistency of the model was assessed using composite reliability (CR);
HSIAO and LIN 9
Construct UN HN RA SC CO TR OB SP PNTF PI
UN 0.85
HN 0.79 0.93
RA 0.78 0.75 0.84
SC 0.77 0.75 0.82 0.91
CO 0.63 0.59 0.67 0.69 0.89
TR 0.67 0.67 0.69 0.76 0.59 0.86
OB 0.31 0.31 0.28 0.36 0.41 0.45 0.83
SP 0.60 0.64 0.51 0.56 0.46 0.51 0.39 0.79
PNTF 0.81 0.83 0.83 0.83 0.64 0.75 0.32 0.59 0.91
PI 0.76 0.74 0.75 0.76 0.61 0.69 0.30 0.50 0.85 0.92
Note: Diagonal elements (bold) are the square root of average variance extracted (AVE) between the constructs and their measures. Off-diagonal elements
are correlations between constructs. For discriminant validity, diagonal elements should be larger than off-diagonal elements. All correlations are
significant at p < .01.
Abbreviations: CO, complexity; HN, hedonic needs; OB, observability; PI, purchase intention; PNTF, perceived needs–technology fit; RA, relative
advantage; SC, service compatibility; SP, spatial presence; TR, trialability; UN, utilitarian needs.
the results are displayed in Table 2. The CR of every construct was t= 0.36, p > .05) nor observability (β = 0.02, t = 0.69, p > .05)
>0.8, which is higher than the threshold of 0.7 suggested by Fornell directly affected perceived needs–technology fit; therefore, H6 and
and Larcker (1981). Therefore, the measurement items of each con- H8 were not supported. Spatial presence had significant effects on
struct had suitable reliability and stability. relative advantage (β = 0.51, t = 9.96, p < .001), service compatibility
Three standard measurement models recommended by Bagozzi (β = 0.56, t = 11.17, p < .001), complexity (β = 0.46, t = 8.85,
and Yi (1988) were used to assess convergent validity. The criteria p < .001), trialability (β = 0.51, t = 9.79, p < .001), and observability
were as follows: (1) indicator factor loadings should exceed 0.5 (Hair (β = 0.39, t = 7.08, p < .001); therefore, H9a, H9b, H9c, H9d, and
et al., 1998); (2) CR should be above 0.7; and (3) the average variance H9e were supported. Spatial presence significantly affected both utili-
extracted (AVE) of each construct should exceed 0.5. The items in the tarian needs (β = 0.60, t = 12.71, p < .001) and hedonic needs
measurement model all had factor loadings of >0.6, CR values in (β = 0.64, t = 15.72, p < .001), supporting H9f and H9g. The coeffi-
the range 0.86 to 0.94, and AVE values in the range 0.63 to 0.86 cient for the path from gender to purchase intention was 0.03
(Table 2). Therefore, all conditions for convergent validity were (t = 0.44, p > .05), that for the path from experience with online shop-
satisfied. ping to purchase intention was 0.003 (t = 0.07, p > .05), and that for
According to Fornell and Larcker (1981), discriminant validity is the path from experience with VR shopping to purchase intention was
acceptable if the AVE for a construct is greater than the coefficient of 0.04 (t = 1.48, p > .05). Thus, none of these factors had a significant
its correlation with other constructs. The AVE values for all constructs relationship with purchase intention. Therefore, H10, H11, and H12
were greater than the square of the interconstruct correlation coeffi- were not supported.
cients (Table 3). Therefore, discriminant validity was achieved. The R2 value for purchase intention was 0.72, that for perceived
needs–technology fit was 0.83; those for relative advantage, service
compatibility, complexity, and trialability were 0.27, 0.32, 0.21, and
5.2 | Structural model 0.26, respectively; and those for utilitarian needs and hedonic needs
were 0.36 and 0.41, respectively.
Figure 2 displays the standardized path coefficients, path significance,
and variance explained (R2) for each path. The path analysis revealed
that all hypotheses except H6, H8, H10, H11, and H12 were sup- 6 | DI SCU SSION
ported. Perceived needs–technology fit positively affected purchase
intention (β = 0.83, t = 27.66, p < .001); thus, H1 was supported. The results indicate that perceived needs–technology fit, intrinsic and
Users' perceived needs–technology fit for VR shopping systems was extrinsic motivation, and the characteristics of a technology all play
affected by utilitarian needs (β = 0.16, t = 2.78, p < .01), hedonic key roles in intention to make purchases through VR. Figure 2 displays
needs (β = 0.31, t = 4.69, p < .001), relative advantage (β = 0.21, the results of this study. Perceived needs–technology fit positively
t = 3.45, p < .001), service compatibility (β = 0.20, t = 3.27, p < .01), and directly affects purchase intention, which is consistent with the
and trialability (β = 0.15, t = 2.75, p < .01); therefore, H2, H3, H4, H5, results of other studies (Ip & Wagner, 2008; Lin, 2016). When cus-
and H7 were supported. However, neither complexity (β = 0.02, tomers feel that a technology satisfies their needs, their usage
10 HSIAO and LIN
intention is stronger. Thus, the balance between consumers' needs VR on computers, phones, or headsets can enhance consumers' expe-
and the characteristics of a technology is crucial, and VR can increase rience and needs–technology fit.
purchase intention by satisfying users' needs. Spatial presence positively affects relative advantage, service
Utilitarian needs and hedonic needs both directly and positively compatibility, and trialability. Spatial presence in VR enables cus-
affect perceived needs–technology fit. The effect of hedonic needs tomers to experience a new type of shopping, which constitutes a rel-
on perceived needs–technology fit is significantly stronger than that ative advantage. Similarly, spatial presence creates a realistic shopping
of utilitarian needs. These results are consistent with those of studies experience. When customers have stronger feelings regarding spatial
indicating that hedonism is a crucial factor affecting the use of infor- presence, their intention to try out a technology is higher. This study
mation systems (Kim & Hall, 2019; Martínez-Navarro et al., 2019; Pizz also determined that spatial presence negatively affects complexity,
et al., 2019). VR shopping platforms can fulfill users' utilitarian needs which means that it can assuage consumers' perceptions of VR being
by enabling them to acquire information regarding products that they too difficult to understand.
need, and it can also satisfy hedonic needs by creating a novel shop- Spatial presence is directly, positively, and significantly associated
ping experience (Farah et al., 2019; Martínez-Navarro et al., 2019). with utilitarian needs and hedonic needs. As in other studies, this
Relative advantage, service compatibility, and trialability have study discovered that spatial presence in VR results in a stimulating
direct and positive effects on perceived needs–technology fit. Our and immersive virtual environment (Han et al., 2020; Hsiao et al.,
findings regarding relative advantage are consistent with those of 2023), which can help satisfy consumers' utilitarian and hedonic needs
other studies (Johnson et al., 2018; Kaur et al., 2020; Lee & Chow, (Ecommerceguide, 2022; Preface, 2023).Studies have demonstrated
2020). Users who perceive an emerging technology to be preferable that individual differences and experience affect online behavior. The
to an existing technology have stronger intention to use the emerging present study explored whether control variables—gender, experience
technology. VR can simulate shopping on the basis of consumers' with online shopping, and experience with VR shopping—affect con-
preferences and thus create positive experiences, leading to close sumers' purchase intention. Our results indicate that none of these
needs–technology fit. Our results also indicate that trial sessions with factors significantly affect purchase intention.
HSIAO and LIN 11
ORCID Farah, M. F., Ramadan, Z. B., & Harb, D. H. (2019). The examination of vir-
Kuan-Yu Lin https://orcid.org/0000-0002-3902-4785 tual reality at the intersection of consumer experience, shopping jour-
ney and physical retailing. Journal of Retailing and Consumer Services,
48, 136–143.
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14 HSIAO and LIN
A.6 | Observability (OB) SP5 When I used the VR shopping platform, the environment
OB1. I have seen other VR shopping services. seemed as real than the real world.
OB2. It is easy to see other VR shopping services being used.
OB3. I have seen others using VR shopping services. A.8 | Perceived needs–technology fit (PNTF)
OB4. I have had plenty of opportunities to see others using VR PNTF1 The VR shopping platform satisfies my needs.
shopping services. PNTF2 The VR shopping platform helps me satisfy my needs.
PNTF3 The VR shopping platform's functions are useful.
PNTF4 In general, the VR shopping platform's functions satisfy my
A.7 | Spatial presence (SP) needs.
SP1 I forgot about my immediate surroundings when I used the
VR shopping platform.
SP2 The VR shopping platform made me forget where I was. A.9 | Purchase intention (PI)
SP3 I felt like I came back to the real world after using the VR PI1 I will buy products on the VR shopping platform.
shopping platform. PI2 I want to buy products on the VR shopping platform.
SP4 I felt like I was in a virtual world when I used the VR shopping PI3 I am likely to buy products on the VR shopping platform.
platform. PI4 I plan to purchase products on the VR shopping platform.