Modeling purchase intention for virtual reality hardware: a cognition-affect-conation (CAC) approach

Purpose This study aims to model the purchase intention of virtual reality hardware using the cognition-affect-conation (CAC) model, which integrates psychology and consumer behavior research to explain how individuals' thoughts, emotions and intentions influence their behaviors. Design/methodology/approach Data were collected from individuals aged 18 and above who had no prior experience with virtual reality hardware. A total of 330 valid responses were obtained from individuals residing in Malaysia and analyzed using the partial least squares (PLS) approach. Findings The study validates that vividness, perceived ease of use, perceived usefulness, perceived enjoyment and utilitarian value have a positive impact on attitude. Vividness, perceived ease of use, perceived enjoyment and perceived value have a significant relationship with satisfaction, while perceived usefulness and utilitarian values have a negative impact on satisfaction. Furthermore, the study underscores the positive correlation between attitude and satisfaction. The relationship between satisfaction, attitude and purchase intention is confirmed. Lastly, the moderating effect of individualism on the relationship between satisfaction and attitude towards purchase intention is confirmed. Practical implications The findings provide valuable guidance for virtual reality designers and marketers, offering effective strategies to enhance brand promotion, user retention and sales through the skillful integration of virtual reality hardware. Originality/value The study enhances the understanding of consumer acceptance behavior regarding virtual reality hardware by incorporating affective aspects into cognitive factors and including individualism as a moderating factor. It addresses an important gap in the research landscape of the immersive industry, particularly concerning virtual reality hardware within the Malaysian context.