Use of Virtual Reality Technology in a Company's Strategy

This thesis focuses on the topic of VR (virtual reality) technology and its application in e-commerce. The first part of the thesis aims to explain this technology, its classification, characteristics, and specifics in the context of user experience, its influence on purchase intentions, and the perception of quality in VR. It also addresses basic concepts in the field of VR, such as immersion, gamification, environment, and others. The aim of the thesis is to propose a specific methodology that companies can use to evaluate the VR stores they create. The practical part consists of a pilot study, within which two experiments were conducted. This thesis tests both qualitative and quantitative methods and, based on the results of both experiments, proposes a final methodology. At the same time, it acknowledges the possibility of adjusting the methodology to reflect the different capabilities and goals of real-world companies.