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ISSN : 1229-9618(Print)
ISSN : 2671-7506(Online)
Chinese Studies Vol.89 pp.665-684
DOI : http://dx.doi.org/10.14378/KACS.2024.89.89.32

An Empirical Study on Consumers’ Technology Acceptance in Virtual Reality Shopping Environments : An Analysis Based on the Integrated SOR-TAM Model

Liu Zhao-Feng*, Wang Fei**
*한양대학교 중국지역통상대학원 박사
**한양대학교 ERICA 국제문화대학 중국학과 조교수

Abstract

In recent years, with the advancement of virtual reality (VR) technology, research in related fields has gradually increased. As personal head-mounted display devices become more prevalent in the market, this study explores the phenomenon of integrating VR technology with online shopping from the consumer's perspective. The study focuses on consumers' acceptance of VR technology in online shopping and analyzes the types of virtual environments most likely to stimulate consumer purchase intention. Based on the SOR (Stimulus-Organism-Response) and TAM (Technology Acceptance Model) theories, a TAM-SOR integrated model was constructed. Taking into account influencing factors in the current online shopping environment, the model was built and tested using SPSS and AMOS to validate the hypotheses. Structural equation modeling and mediation effect analyses on the collected samples indicate that external stimulus variables in a VR shopping environment—such as flow experience, spatial presence, and entertainment—have a significant positive impact on purchase intention. Additionally, perceived ease of use and perceived usefulness serve as chain mediators, enabling external stimulus variables to further influence consumer purchase intention through these mediating variables.

虚拟现实购物环境中消费者技术接受度的实证研究 ——基于SOR-TAM 整合模型的分析

초록

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