The adoption of virtual reality in e-commerce in South Africa

Background: E-commerce in South Africa (SA) is growing, and virtual reality (VR) technology holds significant potential to transform the online buying experience. However, a deeper understanding of the barriers to VR adoption among e-commerce consumers in SA is crucial. Objectives: This study aimed to understand how consumers perceive the usefulness and actual use of VR in e-commerce in SA. Method: A qualitative method based on a case study using an explorative research design was adopted. Data were collected via semi-structured interviews among individuals aged 18 years and above who resided in Cape Town, SA. Through quota sampling, participants with varying degrees of familiarity with VR technology and e-commerce were included. Results: Participants strongly believed VR would influence e-commerce in SA. They emphasised the importance of carefully selecting products suitable for VR experiences to maximise the benefits for online shoppers. Conclusion: This research investigated barriers to VR adoption in e-commerce in SA. While participants were optimistic about VR’s potential, concerns about cost, accessibility, and technical challenges were identified. The study highlights the need for a strategic approach to VR implementation, considering product categories and external factors. Contribution: This study provides valuable insights for e-commerce businesses, policymakers, and technology developers in SA. Key contributions include the introduction and application of the VR Adoption Model (VRAM) in the South African context. The VRAM extends the Technology Acceptance Model (TAM) by incorporating dimensions such as perceived enjoyment, social influence, and immersion, offering a nuanced understanding of VR adoption dynamics. Keywords: E-commerce; traditional shopping; virtual reality; virtual shopping; virtual reality adoption.