Investigating Factors Affecting Customers' Behavioral Intention in Using Virtual Reality Based on the Theories of Diffusion of Innovation, Uses and Pleasures, and Perceived Value

Today, due to increasing significance importance using virtual reality technology, are no longer constrained by have time location when it comes to in their shopping experience. Today, with the availability of virtual reality devices, an increasing number of retailers are utilizing this interactive 3D technology to visualize their products. Simulated experiences create both real and unreal situations, eliciting a positive response from customers and influencing their purchase intentions. In the field of virtual reality adoption, numerous studies have explored the influence of theories like diffusion of innovation and use and gratification on customers' behavioral intention to use virtual reality, particularly in the tourism sector. However, these studies have overlooked the impact of significant negative factors such as perceived cost, perceived physical risk, and perceived complexity. The present study aims to investigate the factors that influence customers' behavioral intention to use virtual reality. This will be based on the theories of innovation diffusion, the theory of uses and pleasures, and the perceived value among individuals who shop through virtual networks.
The present study was conducted with a practical purpose and utilized a descriptive-survey method. The statistical population of the study comprised individuals who make purchases through online networks, with a focus on products that require inspection before purchase. In this study, a statistical sample of 250 has been determined due to the infinite size of the statistical population and by utilizing the relationship between Jackson and Klein. Finally, 250 people have been identified as the research sample using a non-random sampling method. In this study, a questionnaire tool was utilized to gather information, and its validity was confirmed and examined by professors. Reliability was measured using Cronbach's alpha. The obtained alpha is 78%, and it has been approved. To analyze the data, SPSS and Amos software were used, employing statistical methods such as Kolmogorov-Smirnov, t-tests, regression analysis, and structural equation modeling.
The research results confirmed the presented conceptual model. The structural equations also indicated that innovation diffusion, use and gratification theories, and perceived value have a positive and significant relationship with customers' behavioral intention to use virtual reality. Based on the results obtained from the conceptual model, it is evident that use and gratification have the most significant positive impact on mental comfort, with a value of 0.57. Conversely, among the negative relationships identified, perceived complexity has the most substantial negative effect on perceived value, with a value of -0.62. Furthermore, among the variables influencing behavioral intention, perceived value has the most significant impact on behavioral intention.
The results indicate that the customer's perceived value has the most significant impact on their intention to use virtual reality technology. In this context, the greater the extent to which individuals believe that virtual reality technology can fulfill their requirements, the more probable it is that they will opt for this technology. When the perceived value of this technology surpasses customers' expectations and they realize that they receive greater value from the virtual experience compared to the cost, time, and effort invested, they will be more inclined to utilize this technology. Based on this result, it is suggested that the complexity of virtual reality technology be reduced, and all types of customer costs, including tangible and intangible costs, as well as the physical risk of the product, should be considered in the design and use of this technology to enhance the perceived value of customers toward this technology. To ensure a reliable experience, it is recommended to implement measures such as providing online support to promptly address customer inquiries and resolving issues to enhance customer trust and improve their shopping experience.