The Research Of VR Scenarios In Online Shopping On Purchase Intention Of Consumers

Nowadays,online shopping has become a very popular way of shopping.The development of e-commerce has also become more mature.With the development of information technology,the demand of consumers is diversified.Therefore,traditional e-commerce has become more and more difficult to satisfy The deeper consumer needs,such as shopping experience.For how to enhance consumer shopping experience,Alibaba bear the brunt of the first to release its Buy + program,other online shopping platform also follow suit,and strive to participate in this revolution in e-commerce revolution.Based on this background,this paper chooses Taobao,the largest B2 C shopping platform in our country,as the research object and chooses the most representative three scenarios of using VR technology to explore the internal role of consumers in purchasing intention mechanism.This paper analyzes and combs the researches on the situation of home and abroad,such as the situation characteristics,the experience of the mind and the purchase intention,and puts forward the models and assumptions that promote the purchase intention of consumers in VR online shopping scenarios and determine the measurement dimension of each factor.On this basis,the paper uses the mature scale to design the questionnaire and completes the data collection by the questionnaire method.The descriptive analysis,the correlation analysis and the regression analysis are conducted by using the statistical software SPSS20.0,and the model assumptions are verified.The results of data analysis show that all the three scenarios using VR to promote online shopping play a positive role in promoting consumers' willingness to buy,but the effects achieved are slightly different.The experience of mind flow plays a part of the intermediary role.Finally,this article also discussed on the basis of the data analysis results,and put forward the marketing management suggestions to each online shopping platform according to the actual situation,which will be of certain practical significance.