The use of shopping online applications is increasing after the covid-19 pandemic since the users used to shop virtually instead of the physical activity. Virtual reality technology is spreading in different fields like education, government and shopping. The aim of the study is to understand the factors that affect the user behaviour to shop in the virtual reality environment is important.Since it will increase the shopping experience and reduce the cost of physical existence of customer in stores.
The model of the study was developed based on Technology Acceptance Model (TAM) and gratification theory including 7independent variables perceived usefulness, perceived ease of use, informativeness, entertainment, irritation, cost and Trustandpurchase intention in virtual realityas a dependent variable. An online questionnaire was developed with a convenient sample of317responseswere collected and analysed. The results showed that all 6hypothesized relationships were positively correlated(Perceived usefulness; Informativeness, Entertainment,Trust, and Cost) and one relationship is not significantly correlated which is Irritation hypothesis. The results were presented, conclusions and recommendations were discussed.