Effect of Virtual Reality on Purchase Intention Among Customers of H-Medix Retail Industry in Abuja, Nigeria: A Mediating Role of Emotional Engagement

The purpose of this study is to empirically examine how virtual reality affects purchase intention among customers of H-Medix retail industry in Abuja, Nigeria. The research hinged on Stimulus–Organism–Response Theory. The study adopts a descriptive cross-sectional survey research design. Data were collected from online customers of 17 H Medix retail outlets in Abuja, Nigeria, using a structured questionnaire with a total sample size of 320 respondents involved in the study. The data are analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), which is suitable for predictive analysis and theory extension in emerging research contexts. The findings revealed that for the direct relationship, product visualisation, immersive experience and interactivity have positive and significant influence on purchase intention. While the indirect effect of immersive experience, interactivity and product visualisation also have positive and significant effects on emotional engagement. For the mediating effect emotional engagement positive and significantly mediate relationship between immersive experience and purchase intention, emotional engagement positive and significantly mediate relationship between interactivity and purchase intention, emotional engagement positive and significantly mediate relationship between product visualisation and purchase intention. Therefore, it is recommended that the management of H-Medix should strengthen emotional engagement by creating personalized customer experiences, empathetic communication, and interactive digital content that foster positive feelings and trust with regular monitoring of customer emotions and feedback to ensure the retail experience remains engaging and capable of driving purchase intentions.

Virtual Reality, Purchase Intention, Immersive Experience, Purchase Intention, Emotional Engagement

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