How does er (extended reality) affect the purchase intention of gen y consumers in Ho Chi Minh city for the furniture industry

Abstract

With the topic “How does ER (Extended Reality) affect the purchase intention of Gen Y consumers in Ho Chi Minh City for the furniture industry”, this study is conducted with the following purposes: First, study and analyze the factors of ER that affect perceived value and purchase intention. Second, find out the factors of ER that affect the target group. Variables in the proposed framework consist of interactivity, vividness, novelty, ease of use, augmented, perceived value, and purchase intention. The survey subjects are Gen Y living in Ho Chi Minh City and intend to buy furniture. The study surveyed subjects who had experienced or known one of the AR, VR, or MR technologies. The research method used is a combination of qualitative and quantitative research. Qualitative research is conducted through In-Depth Interviews with experts and five focus groups. Quantitative research is conducted through face-to-face interviews using questionnaires related to the topic. Then, SPSS and Smart PLS are two assistance software that were used during our process of synthesis and data analysis to test the confidence interval, the validity, and the importance of the variables. The result demonstrates that the variables are correlated with each other. The factors of ER technology in the proposed framework influence the perceived value of furniture buyers. Finally, our group draws some conclusions and implications for enterprises.