A Study on Factors Enhancing Immersive Virtual Reality Experiences

The objective of this study is to identify the various influential factors of immersive virtual reality (VR) experiences and examine the relationship between the immersion factors (technology, visuals, sound, interaction, and sound) and virtual reality experiential outcomes (satisfaction and loyalty). The survey comprises 412 participants who experienced VR games at the Orion Mall in Bangalore. The study has identified the prominent factors for enhancing the immersive experience. The factors are technology, visuals, sound, interaction, and sound. It also identified that there exists a positive association between VR experiential satisfaction and technology, visuals, sound, interaction, and sound. The results imply that service providers should focus on elevating immersive experience as it is closely associated with VR experiential satisfaction and VR experiential loyalty. This will increase the revisit intention and spread positive word of mouth about the virtual experiences. This paper provided valuable insights that pay way to analyze the association between immersion factors and VR experiential outcomes.