Title: The moderating role of product involvement in virtual reality-enhanced online immersion: effects on internet consumer behaviour

Authors: Salma Ayari; Imène Ben Yahia

Addresses: ISAEG, Gafsa University, Tunisia ' E.S.C., La Manouba University, Tunisia

Abstract: Despite its importance, the mental imagery process has often been overlooked in research on internet user behaviour. This study explores the effects of immersion in a merchant website enhanced by virtual reality devices on mental imagery, as well as on the intention to buy and revisit. A quantitative study involving 350 internet users highlighted the impact of the immersive online experience on mental imagery and internet user responses. The study also examines the moderating effect of product involvement. The results of an experiment validate the hypotheses and provide valuable managerial recommendations. This research contributes significantly to both academics and professionals.

Keywords: commercial website; online immersion; mental imagery; virtual reality; product involvement.

DOI: 10.1504/IJWBC.2025.147411

International Journal of Web Based Communities, 2025 Vol.21 No.3, pp.249 - 264

Received: 12 Jun 2023
Accepted: 19 Dec 2023
Published online: 15 Jul 2025 *

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