An Innovative Approach to Enhance Cross-Border E-Commerce Merchandise Experience with Virtual Reality Technology

Abstract

At present, cross-border e-commerce has become an important engine for the development of global trade. In the context of virtual reality technology, this topic first carries out the analysis of consumers’ demand preferences for cross-border e-commerce goods. The relevant variables are selected based on SOR theory and behavioral theory, and after the research hypotheses are proposed, multiple regression analysis is applied to verify the hypotheses and explore the influence path of virtual reality technology to enhance cross-border e-commerce commodity experience and consumer purchase intention. Combined with demand analysis and the analysis of influencing factors, innovative methods of virtual reality technology to enhance cross-border e-commerce commodity experiences are summarized. Most consumers have higher demand (more than 50%) and a positive willingness to use virtual reality technology for merchandise display (more than 70%). The vividness, interactivity, and immersion of VR merchandise display further positively affect consumers’ purchasing intention by positively influencing virtual haptics (P < 0.01). Haptics needs to play a positive role in it. It can be used to improve the consumer goods experience in cross-border e-commerce and promote the continuous development of the e-commerce industry by perfecting the virtual reality technology, improving the interactivity and social experience, optimizing the cross-platform compatibility, as well as strengthening the data security and privacy protection.