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

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.