How does virtual reality impact attitudes and behavioral intentions in food online retail industry in Ho Chi Minh City’s Market in Sendo Farm’s Case

Abstract

Virtual reality technology or VR / AR is becoming increasingly popular and applied in different industries, including the food online retail industry. This study will conduct research on the effects after experiencing VR/AR on customers' purchasing decisions. By technology acceptance model (TAM), stimulus organism response model and flow theory in unified conceptual model for comprehensive understanding of customer behavior. The study also elucidated whether the hedonic, perceived usefulness and perceived ease of use of VR affect the attitude and whether the attitude affects the behavioural intention of customers. After collecting 300 survey samples, SEM and Bootstrap tests will be conducted to clarify the influencing factors of the model in the environment of Ho Chi Minh City and the survey respondents are customers of Sendo Farm. In addition to the correlation confirmed in the article, this study also points out more differences in the moderator of consumption value and how it affects the relationship between attitude and purchase intention.