Investigating the Factors Influencing User Loyalty, Purchase Intention, and Word-of-mouth in Virtual Reality

Abstract This study investigates the determinants of loyalty, purchase intention, and word-of-mouth (WOM) recommendations in the context of virtual reality (VR) technology, focusing on sensory design components such as visual (color, navigation design, aesthetics, shape, and product design), tactile (touch), and auditory (audio) elements. Employing partial least squares structural equation modeling, data from individuals experienced with VR headsets were analyzed to explore how these sensory aspects influence user behavior. Contrary to expectations, color did not significantly influence attitude or satisfaction. Navigation design significantly impacted both user attitude and satisfaction, highlighting its importance in the VR experience. While aesthetics was found to positively affect user attitude, they did not significantly influence satisfaction. Interestingly, the shape of VR devices influenced satisfaction but not attitude. The product design of VR devices significantly affected both attitude and satisfaction, but audio factors did not significantly impact either. The results indicate that user attitude significantly influences loyalty, purchase intention, and WOM, as does user satisfaction. This reveals the critical role of design and sensory elements in shaping user experiences and preferences within VR environments, offering insights for developers and marketers aiming to enhance user engagement and loyalty.