Technology acceptance model for 3D virtual reality system in luxury brands online stores

Samar Altarteer*, Vassilis Charissis

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

45 Citations (Scopus)
365 Downloads (Pure)


This paper presents an evaluation of a 3D semi-immersive virtual reality (VR) system for online luxury product visualization and customization service. This paper's objective is to present the results of the survey-based analysis using a technology acceptance model with ease of use, usefulness, perceived experience value, and perceived presence as independent variables, in testing the attitudes toward the system. The impact of product customization and personalization features on the perceived experience value and the attitudes toward the system was also tested. The result shows that the perceived presence, usefulness, ease of use, and the perceived experience value have a significant positive effect on the attitudes toward the 3D VR semi-immersive system. The result also revealed that utilizing the advantage of 3D VR systems with regard to real-time manipulation of the product and the flexibility in customizing the 3D models' features in real time has elevated the attitudes toward the aforementioned emerging technology within this specific context.
Original languageEnglish
Pages (from-to)64053-64062
Number of pages10
JournalIEEE Access
Publication statusPublished - 13 May 2019


  • virtual reality
  • luxury brands
  • product customization
  • technology acceptance model

ASJC Scopus subject areas

  • General Engineering
  • General Materials Science
  • General Computer Science


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