Enhancing Purchase Intention in Virtual Reality: The Interplay of Affective Imagery and Source Credibility

Virtual reality (VR) has grown as a radical tool that influences customer perceptions and decision-making in the rapidly changing digitalized economy. This study fills knowledge gaps how informational elements work together to stimulus decision-making in immersive settings by analyzing the influence of affective image and source credibility on customer's purchasing intention (IP) through VR. The study proposed two main hypotheses grounded on the elaboration likelihood model. A quantitative survey method is used, leveraging survey data from 533 individuals who have the intention to purchase through VR. Both hypotheses established substantial support from structural equation modelling (SEM), which showed that source credibility and affective image had a significant impact on purchase intention. The outcomes are added by expanding body of research on VR in marketing and consumer behavior by shedding light on how immersive technologies influence customer purchase intention. For marketers the research also renders practical implications, VR content creators, and businesses seeking to boost customer purchase intention through immersive digital technology.