Enhancing consumer perceptions and experiences through hybrid-based interfaces in virtual environments

Abstract

Recent advancements and market expansion in virtual reality (VR) and extended reality (XR) technologies are reshaping various sectors, including virtual retail. In these environments, the quality of the consumer experience is heavily influenced by the design of virtual store interfaces. This study introduces a novel VR shopping interface termed “hybrid-based interfaces,” and proposes a new concept that addresses the shortcomings of existing technologies while enhancing their strengths. Additionally, drawing on the technology acceptance model, unified theory of acceptance and use of technology, and innovation resistance theory, the study examines users’ psychological and behavioral responses to this interface, focusing on both drivers of and barriers to adoption in VR retail. Specifically, ANOVA and mediation analyses revealed that hybrid-based interfaces (compared to menu-based and off-the-shelf-based) enhance perceptions of interface benefits and reduce perceptions of interface barriers. These two mediators subsequently lead to higher expected consistency in product quality between online and offline shopping, which serves as an important second-level mediator that in turn increases purchase intentions. These results remained consistent when demographic factors and prior VR experience were included in the model. Our findings suggest that enhancing the perceived consistency of product quality between online and offline environments is a key predictor of increasing consumers’ purchase intentions. This insight can guide the design of virtual shopping interfaces, ensuring they offer seamless and engaging experiences that closely mimic offline shopping.