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Vol 41 No 1 (2026): January

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Buying Intention through Virtual Reality Shopping Platforms: Examination of Technology Acceptance, Satisfaction and Immersive Engagement Determinants

https://doi.org/10.22146/jieb.v41i1.16196
Chee-Hua Chin
School of Business and Management, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia
https://orcid.org/0000-0001-7807-0496
Jill Pei-Wah Ling
School of Foundation Studies, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia
https://orcid.org/0000-0002-1198-7416
Tat-Huei Cham
jaysoncham@gmail.com
Swinburne University of Technology Sarawak Campus, Kuching, Sarawak, Malaysia; Faculty of Tourism, Van Hien University, Ho Chi Minh City, Vietnam; University College, Korea University, Seoul, Republic of Korea; MILA University, Nilai, Malaysia
Eleen Ee Tiong
School of Business and Management, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia
Wei-Chiang Chan
School of Business and Management, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia

Corresponding Author(s) : Tat-Huei Cham

jaysoncham@gmail.com

Journal of Indonesian Economy and Business, Vol 41 No 1 (2026): January

Abstract

Introduction/Main Objectives: This study delves into how technology acceptance (i.e., perceived ease of use and perceived usefulness) and immersive engagement determinants (i.e., perceived enjoyment, interactivity, and telepresence) influence the satisfaction and purchasing intentions of today's youth, specifically focusing on the moderating role of trust within the context of virtual reality (VR) platforms. Background Problems: The current literature has a limited understanding of users' adoption patterns of VR apps, the impact of VR on consumer behaviour, and the lack of knowledge among young consumers regarding the VR platform. Novelty: Previous studies did not consider trust as a moderator in the relationship between satisfaction and behavioural intention when using VR platforms. Moreover, the current research has extended multiple variables to explain user satisfaction and intention based on TAM. Research Methods: The research used a quantitative methodology based on survey data collected from young consumers in Sarawak, one of the Borneo region's states, who use VR platforms. A two-stage Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis was conducted using WarpPLS 8.0 software. Finding/Results: The finding indicated that satisfaction was positively correlated with perceived usefulness, perceived enjoyment, and telepresence. Besides, satisfaction was positively related to the intention to purchase. Conclusion: This study can guide practitioners in decision-making and serve as a reference for scholars conducting related research in the Borneo region.

Keywords

Purchase Intention Satisfaction Immersive Engagement Technology Acceptance Model Consumer Behaviour Borneo
Chin, C.-H., Ling, J. P.-W., Cham, T.-H., Tiong, E. E., & Chan, W.-C. (2026). Buying Intention through Virtual Reality Shopping Platforms: Examination of Technology Acceptance, Satisfaction and Immersive Engagement Determinants. Journal of Indonesian Economy and Business, 41(1), 1 -. https://doi.org/10.22146/jieb.v41i1.16196
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Author Biographies

Chee-Hua Chin, School of Business and Management, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia

Chee-Hua Chin is aecturer and researcher at the School of Business and Management, University of Technology Sarawak and School of Hospitality, Tourism & Events, Faculty of Social Sciences & Leisure Management, Taylor's University, Malaysia. He earned his Bachelor’s degree in Marketing at the Faculty of Economics and Business, Universiti Malaysia Sarawak (UNIMAS), Malaysia. He did his Master’s degree in eTourism Management and completed his Ph.D. (Business Tourism) at UNIMAS. His research interests lie in the areas of Tourism Marketing and Management. He has collaborated actively with other researchers from various fields in many research projects. He successfully published many articles in different top tier international journals.

Jill Pei-Wah Ling, School of Foundation Studies, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia

Jill Ling Pei Wah is a lecturer at the School of Foundation Studies, University of Technology Sarawak (UTS), Malaysia, where she has been a faculty member since 2017. She holds a Bachelor’s degree in Teaching English as a Second Language (TESL) from the Faculty of Education, Universiti Kebangsaan Malaysia (UKM), and a Master’s degree from Open University Malaysia (OUM). She is currently pursuing a Doctor of Education at OUM. Her research interests include English language teaching and learning, STEM/STEAM/STREAM (Science, Technology, Reading, Engineering, Arts, and Mathematics) education, and educational and instructional technology. She has actively collaborated with researchers from diverse disciplines in interdisciplinary research projects and has published journal articles and conference papers in various national and international journals.

Tat-Huei Cham, Swinburne University of Technology Sarawak Campus, Kuching, Sarawak, Malaysia; Faculty of Tourism, Van Hien University, Ho Chi Minh City, Vietnam; University College, Korea University, Seoul, Republic of Korea; MILA University, Nilai, Malaysia

Tat-Huei Cham is a Professor of Marketing at Swinburne University of Technology Sarawak Campus and has been recognised among the World’s Top 2% Scientists by Stanford University and Elsevier. He holds several visiting and adjunct appointments at universities internationally. His research interests include medical tourism, consumer behaviour, branding, advertising, marketing, and technology management. Professor Cham has published extensively in leading international journals, such as the Journal of Business Research, Journal of Hospitality Marketing & Management, Journal of Hospitality & Tourism Research, Internet Research, Technological Forecasting and Social Change, and the Journal of Retailing and Consumer Services, among others. In addition, he serves on the editorial review boards of reputable international journals, supervises postgraduate research students, and undertakes consultancy and industry-engagement activities.

Eleen Ee Tiong, School of Business and Management, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia

Eleen Ee Tiong is a student at the School of Business and Management, University of Technology Sarawak, Malaysia. She earned her Bachelor’s degree in Marketing at the School of Business and Management, University of Technology Sarawak. Her research interest lies in the areas of Marketing and eCommerce.

Wei-Chiang Chan, School of Business and Management, University of Technology Sarawak, 96000 Sibu, Sarawak, Malaysia

Wei Chiang Chan is a PhD candidate at the School of Business and Management, University of Technology Sarawak, Malaysia. He earned his Bachelor’s degree in International Business at the Faculty of Business, Design and Arts at Swinburne University of Technology, Malaysia. He did his Master’s degree in Management at Universiti Malaysia Sarawak, Malaysia. His research expertise encompasses responsible tourism, sustainable tourism development, ecotourism, digital tourism, and consumer behavior. He has contributed to the advancement of these areas through a series of publications in both local and international journals, addressing critical issues in tourism management and consumer behavior. In addition to his research, Wei Chiang serves as a reviewer for several leading international journals, further cementing his role within the global academic community.

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