Exploring the Impact of Metaverse based Shopping on Purchase Intention: A Study of Lenskart’s VR Platform among Assam University Students

Tanmoy Acharjee; Debayan Bhattacharjee; Manmath Dey

doi:10.55524/ijirem.2025.12.3.7

Abstract

The integration of Virtual Reality (VR) technology in e-commerce platforms has revolutionized the consumer shopping experience, particularly in sectors requiring physical trial and examination of products. This study investigates the impact of VR usage on purchase intention through Lenskart's metaverse platform among Assam University students. Using a stratified random sampling approach across 10 educational blocks/schools within the university, data was collected from 384 respondents to examine the relationship between VR usage, perceived ease of use, and purchase intention for eyewear products. The study used a quantitative approach using a structured questionnaire and carried out statistical analysis including t-tests to test the hypotheses. Findings show that VR use has a strong effect on purchase intention and that perceived ease of use is central for adopting VR to buy eyewear. The results indicate that virtual reality, as a new way of visual communication, can increase the consumer confidence during online eyeglasses shopping in addition to authentic product demonstration and virtual try-on. This study yields implications for understanding VR technology adoption in niche e-markets and for retailers using metaverse platforms.

Keywords

Virtual Reality, Purchase Intention, Metaverse, Lenskart, E-commerce, Consumer Behaviour, Technology Adoption, Eyewear Industry

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Cites this article as

T. Acharjee, D. Bhattacharjee, M. Dey, "Exploring the Impact of Metaverse based Shopping on Purchase Intention: A Study of Lenskart’s VR Platform among Assam University Students", International Journal of Innovative Research in Engineering & Management (IJIREM), Vol-12, Issue-3, Page No-52-58, 2025. Available from: https://doi.org/10.55524/ijirem.2025.12.3.7