| Summary: | 碩士 === 國立臺中科技大學 === 資訊管理系碩士班 === 107 === Virtual reality (VR) shopping have become popular in recent years. Many companies are considering using the technology in online/offline stores to attract more customers. VR related technology can be used to enhance customers’ shopping experience and purchase intention. Many past VR related studies mainly focus on education, healthcare, and building fields, but few studies explore the effects of VR technology on online/offline contexts. Therefore, this study intends to explore the effects on online/offline shopping contexts. A research model based on the theory of reasoned action and the ABC model of attitudes was developed. Moreover, spatial presence, media richness, flow, and context empathy were also considered in the model. The research model is tested in a VR online shopping context and a traditional online shopping context. The responses of customers were collected by an online questionnaire. The data were analyzed by SmartPLS and SPSS and used to test the hypotheses. The results found that attitude is the most important factor of the intention to use VR shopping. Moreover, the perceived spatial presence, media richness, flow, and empathy in the VR online shopping context were larger than those in the traditional online shopping context. Finally, the finding and results can be provided for VR technology developers and e-commerce service providers.
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