Title: Effect of gender on usability, purchase intention, perceived usefulness and perceived ease in using SVVR e-commerce

Authors: Chien-Hui Lee; Min-Chi Chiu; Chung-Hua Chu

Addresses: Department of Mechanical Engineering, National Yunlin University of Science and Technology, Yunlin, Taiwan; Doctoral Program of Intelligent Engineering, National Taichung University of Science and Technology, Taichung, Taiwan ' Department of Multimedia Design, National Taichung University of Science and Technology, Taichung, Taiwan Taichung, Taiwan ' Department of Multimedia Design, National Taichung University of Science and Technology, Taichung, Taiwan Taichung, Taiwan

Abstract: Technological advancements and pandemics have shifted consumer behaviour from physical stores to online shopping, driven by the convenience of no spatial or temporal constraints and reduced contact risks. This study explores how customers adapt to online shopping innovations, such as virtual reality (VR) environments, using spherical video-based virtual reality (SVVR) simulations. VR technology offers a shopping experience free from time, space, and pandemic concerns. The study found that familiarity with mobile technology boosts willingness to shop in virtual environments, especially among women who value perceived usefulness, link function, and menu function. Importance-performance analysis (IPA) evaluated customer perceptions of usefulness, ease of use, functionality, and purchase intentions, providing strategies to improve satisfaction and e-commerce within the SVVR framework.

Keywords: service quality; spherical video-based virtual reality; SVVR; importance-performance analysis; IPA.

DOI: 10.1504/IJMC.2025.148288

International Journal of Mobile Communications, 2025 Vol.26 No.3, pp.291 - 319

Accepted: 12 Mar 2024
Published online: 01 Sep 2025 *

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