How does virtual reality shopping experiences influence consumer perceptions of product and how do demographic factors (e.g., age, gender, income) moderate the impact of virtual reality on consumer decision making and behaviour in supermarkets?

Abstract

This thesis examines the impact of Virtual Reality exposure (high vs. low vs. no exposure to the Virtual Reality) on purchase intention among consumers, with telepresence serving as a mediator and familiarity with VR, age, and gender serving as possible moderators. An experimental methodology collected data from 108 Liège participants, and statistical analyses evaluated how immersive experiences affect consumer behaviour. The findings indicate that VR exposure significantly strengthens telepresence and purchase intention relative to control website imagery, but longer exposure does not always enhance such effects. Moderate exposure served as the most effective persuader, and it appears that the efficacy and design of VR interaction—more than exposure duration—are the decisive drivers of engagement. Telepresence served as an underlying mechanism between VR and purchase intention through “vividness” and “interactivity”, same as “self-location” and “possible actions”. Moderating roles of familiarity, age, and gender, however, were insignificant, and they suggest that VR efficacy may be widely generalizable across different types of consumers. In general, the findings highlight VR’s promise as a marketing device to strengthen purchase intention where experiences are thoughtfully crafted toward maximizing decision-relevant immersion.