The Impact of Virtual Reality Technology Characteristics on Purchase Intention in Luxury Fashion amidst Millennials in Thailand
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 02
Abstract
Using virtual reality (VR) technologies has allowed bridging the gap between brand engagement and consumer experiences. Commonly, the factors that has a significant impact on consumer engagement tend to include autonomy, rewards, absorption, competition factors; which is expected to boost millennials use of VR technology. In this study, the scholar aims to investigate the impact of these factors of VR technology of millennial’s purchasing behaviour, particularly luxury fashion purchasing behaviour. This study employs the use of a quantitative approach in performing the research. A close-ended questionnaire was designed and distributed to collect data from a total of 200 sample respondents. The data were validated and missing data were removed with the final data being 200 sample. Our findings revealed that variables including autonomy, absorption, competition, and consumer enjoyment has a positive significant impact on the intention to purchase luxury products amidst consumers. This study's methodology has methodically outlined how to assist customers in having fun and making their online purchasing more enjoyable which influences their purchase intention
Authors and Affiliations
Ms. Annie Shrestha,Dr. Phunpiti Bhovichitra
Keywords
Related Articles
- EP ID EP726819
- DOI 10.47191/jefms/v6-i2-29
- Views 42
- Downloads 0
Company Value is Influenced by Intellectual Capital, Funding Decisions, and Investment Decisions: Telecommunications Sub Sector Companies on the Indonesia Stock Exchange for The 2014-2021 Period
This study aims to determine the effect of Intellectual Capital, Funding Decisions, and Investment Decisions on Firm Value. The dependent variable in this study is Firm Value proxied by Tobin's Q model. The independent v...
Brand Innovation Strategies and Customer Retention of Soft Drink Firms in South-East Nigeria
This study examined brand innovation strategies and customer retention of soft drink firms in South-East Nigeria. The study adopted the correlational research design. The population of the study consisted of all the soft...
Determining the Phillips Curve and Okun's Law in Indonesia
This research aims to analyze the direct effect of inflation on growth, the direct effect of inflation on unemployment, the direct impact of economic growth on unemployment, and the indirect effect of inflation on unempl...
Issues in the Practice of Land Taxation in Delta State, Nigeria
The rapid urbanization in Nigeria necessitates effective revenue generation sources available to municipal authorities. Land taxation has emerged as a significant source of municipal revenue in both developed and develop...
The Relationship between Empowerment and Income Level in Rural Families in Serang Regency and Pandeglang Regency, Banten Province
A family is said to be prosperous if it can meet its basic needs, namely food, clothing, housing, health and education. Indicators of family empowerment can be measured through household income derived from work activiti...