Factors influencing purchase intention in virtual stores: An empirical study in Vietnam
Published: October 3, 2026
Abstract
Advances in virtual reality technology are creating new shopping experiences, with virtual stores offering greater interactivity and immersion than traditional e-commerce. This study identifies factors influencing purchase intention in virtual stores among Generation Z consumers in Vietnam. A quantitative approach and partial least squares structural equation modeling (PLS-SEM) were used to test the research model and hypotheses. The findings show that technology perceptions, experience, and trust contribute to the formation of purchase intention, while attitude, trust, and satisfaction serve as mediators in the model. The study clarifies the mechanisms underlying purchase intention in virtual store environments and provides implications for developing virtual shopping experiences in Vietnam.
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