Ushering the virtual age: a multi-theoretical and multi-stakeholder investigation of virtual reality shopping application adoption based on technical and usability features within an integrated UTAUT–TOE framework

This study investigates the factors influencing the adoption of Virtual Reality Shopping Applications (VRSA) in e-commerce, focusing on Gen Z consumers and the strategic preferences of e-businesses. While immersive technologies like AR are widely adopted, VR remains underutilised despite its potential for creating engaging, experiential shopping environments. Addressing this gap, the study explores how usability, immersion, and technological features shape VRSA adoption, while also analysing why businesses favour AR over VR. The research employs a mixed-method approach, integrating consumer surveys, direct observations, and interviews with business stakeholders. Sixty-four participants evaluated a VRSA prototype, designed to simulate a realistic virtual shopping experience, and ten business stakeholders provided insights into strategic decisions regarding immersive technologies. Quantitative data was analysed using descriptive statistics, regression, and correlation techniques, while qualitative data was thematically analysed to identify recurring patterns and insights. The findings indicate that practical usability factors, particularly comfort/discomfort, play a more significant role in influencing adoption intention compared to traditional immersive features like interactivity or visual quality. Contrary to expectations, immersion, interactivity, and other usability factors showed only weak relationships with adoption intention, challenging established technology adoption models such as the Technology Acceptance Model (TAM). These results suggest that while immersive features contribute to user experience, they may not be the primary drivers of adoption decisions in VRSA. From a business perspective, AR is preferred for its cost-effectiveness, scalability, and alignment with consumer behaviours, while VR is viewed as a niche tool suitable for high involvement purchases and immersive marketing campaigns. This study advances theoretical understanding by refining technology adoption frameworks to include VR-specific factors like discomfort and usability challenges. It also highlights the potential for adaptive VRSA designs tailored to personality traits, as demonstrated by the observed relationship between MBTI personality types and spatial behaviour in VR environments. Practical implications include recommendations for improving usability, integrating AR and VR in hybrid strategies, and addressing accessibility barriers to broaden VR adoption. The study’s limitations include its focus on the consumer facet of VRSA, a relatively homogeneous participant pool, and the absence of longitudinal data to assess evolving adoption trends. Future research should expand the prototype to include administrator and store manager functionalities, explore cross-industry comparisons of AR and VR effectiveness, and conduct longitudinal studies to track changes in consumer perceptions over time. By addressing these gaps, this research contributes to the emerging field of immersive e-commerce, offering actionable insights for developers and businesses. It emphasises the need for user-centric design, hybrid AR/VR strategies, and phased implementation approaches to maximise the potential of VRSA as a transformative tool in retail.

Name dc:type.qualificationname

PhD

Level dc:type.qualificationlevel

PhD thesis

Grantor dc:publisher.institution

Middlesex University

Year dc:date.issued

2025

Author dc:creator

• Agada, S.E.-O.

Identifier

oai:repository.mdx.ac.uk:2x1554

OAI identifier oai:identifier

oai:repository.mdx.ac.uk:2x1554