V-Commerce: Factors Influencing the Purchase Intention of Portuguese Consumers

Sara Teixeira, Sandrina Teixeira

Abstract


Purpose: E-commerce usage is growing rapidly due to technological advancements and changes in consumer behaviour. An emerging trend in e-commerce is v-commerce, which uses immersive technologies to deliver interactive experiences for consumers. Therefore, it is essential to understand the consumer and their purchasing behaviour in this medium.

Methodology: To achieve this objective, a quantitative methodology was employed using an online questionnaire (N=100).

Results: The study concluded that a positive attitude towards v-commerce influences purchase intention, and that perceived usefulness, perceived ease of use, and perceived convenience also influence purchase intention among Portuguese consumers.

Research limitations: This study is limited by a small, non-representative sample and the exclusion of additional influencing factors. Future research could expand on these areas.

Practical implications: The goal of this study is to provide insights into consumer behaviour and the factors that determine purchase intention, enabling managers and marketers to enhance their strategic decision-making.

Originality: The study explores the emerging trend of v-commerce and provides valuable insights into how immersive technologies can influence purchase intention —an area that has not been extensively studied.

Keywords: V-commerce; purchase intention; attitude; consumer behaviour; immersive technology.

DOI: https://doi.org/10.58869/SPM/02


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References


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