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

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.