The Impact of Virtual Reality Technology Characteristics on Purchase Intention in Luxury Fashion amidst Millennials in Thailand

Using virtual reality (VR) technologies has allowed bridging the gap between brand engagement and consumer experiences. Commonly, the factors that has a significant impact on consumer engagement tend to include autonomy, rewards, absorption, competition factors; which is expected to boost millennials use of VR technology. In this study, the scholar aims to investigate the impact of these factors of VR technology of millennial’s purchasing behaviour, particularly luxury fashion purchasing behaviour. This study employs the use of a quantitative approach in performing the research. A close-ended questionnaire was designed and distributed to collect data from a total of 200 sample respondents. The data were validated and missing data were removed with the final data being 200 sample. Our findings revealed that variables including autonomy, absorption, competition, and consumer enjoyment has a positive significant impact on the intention to purchase luxury products amidst consumers. This study's methodology has methodically outlined how to assist customers in having fun and making their online purchasing more enjoyable which influences their purchase intention