Understanding Purchase Behavior in Virtual Reality: The Interplay of the Unified Theory of Acceptance and Use of Technology, the Theory of Planned Behavior, and Presence
Hyeon Jin Jo · International Journal of Human-Computer Interaction · 2025
Understanding what drives users to adopt and purchase VR devices is essential for advancing immersive technologies. This study investigates key predictors of attitudes, behavioral intentions, and purchase intentions by integrating UTAUT, TPB, and presence theory. Using PLS-SEM on data from 308 VR-experienced respondents, the findings reveal that effort expectancy and performance expectancy strongly enhance positive attitudes. Display design and touch significantly contribute to both presence and attitude, while haptic feedback impacts presence only. Presence does not directly influence attitude or behavioral intention but plays a crucial role in shaping purchase intention, highlighting its commercial relevance. Perceived behavioral control predicts both behavioral and purchase intentions, whereas subjective norms influence only behavioral intention. Most importantly, behavioral intention emerges as the strongest driver of purchase intention. These results offer theoretical insights and practical guidance for VR developers and marketers, emphasizing ease of use, performance value, and sensory immersion in fostering user adoption.