| Summary: | 碩士 === 國立臺中科技大學 === 資訊管理系碩士班 === 107 === Nowadays, more and more enterprises are investing their resources in developing virtual reality（VR）content. To increase customer satisfaction and purchase intention by providing innovative shopping methods, has become one of the key focus of today''s enterprises. Previous research on VR concentrated more on the application to education and entertainment fields than on the discussion of VR shopping issues in the retail industry. In attempting to fill the gap left out in the past research, this study applied VR to the online shopping environment in the retail industry, to explore those factors that affect the customers. In view of this, this study explained user''s IT adoption behavior with theoretical framework of perceived needs-technology-fit (TTF). In which, usage and satisfaction theory (motivation needs) and innovation diffusion theory (technical characteristics) were used as the antecedents. Also, by adding immersion and spatial presence, this study had constructed a complete research model, to explore consumer''s willingness to use VR for shopping. An empirical study was carried out by an online survey questionnaire, data collected from the survey were analyzed by partial least squares structural equation modeling (PLS-SEM). Finally, the study found motivational needs and relative advantage, service compatibility, trialability significantly affect perceived need-technology fit which in turn affect satisfaction and purchase intention. Furthermore, immersion also has a significant effect on customer satisfaction. The results of this study may provide useful help to electronic commerce (EC) industries to attend to utilitarian and hedonic aspects, and to strengthen their system compatibility and operational smoothness.
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