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Research on the Influencing Factors of College Students' Purchase Intention Under the Mode of "VR + online Shopping"

Zhishi guanli luntan, 2021-08, Vol.6 (4), p.0-0 [Peer Reviewed Journal]

ISSN: 2095-5472 ;EISSN: 2095-5472 ;DOI: 10.13266/j.issn.2095-5472.2021.018

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  • Title:
    Research on the Influencing Factors of College Students' Purchase Intention Under the Mode of "VR + online Shopping"
  • Author: Gao Xueqian
  • Subjects: virtual reality
  • Is Part Of: Zhishi guanli luntan, 2021-08, Vol.6 (4), p.0-0
  • Description: [Purpose/significance] With the continuous development of the VR industry in recent years, research in this area has also begun to increase. In this paper, through the research of College Students' purchase intention under VR marketing mode, factors such as personal preference are added on the basis of predecessors' research, to supplement the relevant research of online shopping mode, and to provide recommendations for merchants using VR marketing. [Method/process] Based on the technology acceptance theory, this paper built a model of factors that influence College Students' willingness to purchase when they shop online, and used SPSS and AMOS to test the model from the perspective of consumers' personal and social perspectives and draw conclusions. [Result/conclusions] It is found that perceived pleasure and social norms have a significant positive impact on perceived ease of use, perceived ease of use has a significant positive relationship with college students' purchase intention in online shopping, cred
  • Publisher: LIS Press
  • Language: Chinese
  • Identifier: ISSN: 2095-5472
    EISSN: 2095-5472
    DOI: 10.13266/j.issn.2095-5472.2021.018
  • Source: 国家哲学社会科学学术期刊数据库 (National Social Sciences Database)
    Directory of Open Access Journals: DOAJ
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