Factors Influencing Teenagers’ Purchase Decisions for Virtual Reality (VR) Products

Abstract

This study explores the factors influencing teenagers’ purchase decisions for Virtual Reality (VR) products, focusing on three primary objectives : 1) to examine the impact of marketing mix factors on teenagers’ decision-making processes for VR purchases, 2) to explore teenagers’ purchase intentions for VR products, and 3) to investigate teenagers’ perceptions regarding their decisions to buy VR products. Employing a quantitative research methodology, the data were collected through a questionnaire administered to 400 participants. The data analysis was performed using descriptive statistics, including percentages, means, and standard deviations, and inferential statistics including multiple regression analysis. The findings indicate a high level of agreement among respondents concerning the influence of marketing mix factors, purchase intentions, and perceptions related to VR products. Hypothesis testing revealed that perceptions significantly influence the decision-making process for purchasing VR products. These insights suggest that entrepreneurs can enhance their marketing strategies by optimizing marketing mix elements, utilizing social media to diversify distribution channels, and improving customer accessibility. Additionally, the results emphasize the importance of designing attractive and engaging VR content that meets customer expectations and aligns with their needs, thereby positively influencing purchase intentions.