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Design affordance in VR and customization intention: Is customer inspiration a missing link?

Author

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  • Zhou, Fei
  • Zhang, Na
  • Wang, Na
  • Mou, Jian

Abstract

Virtual reality (VR) has become one of the most popular technologies in the context of customization. However, little is known about whether, how and why the use of VR affects consumers' willingness to purchase customized products. Applying the “affordances–psychological outcomes–behavioural outcomes” framework and organismic integration theory (OIT) in this study, we propose and test a model of the motivations of customer inspiration and customization intention. Our model was empirically tested through a survey of 421 customers with experience using IKEA's VR customization in three cities along the southeast coast of China. The results suggest that design affordance in VR during a customization process involves three dimensions: aesthetics, functionality, and symbolism affordance. Specifically, we find that customer inspiration mediates the relationship between design affordance in VR and customers' customization intention. Moreover, consumers' technology readiness positively moderates the relationship between design affordance in VR and customer inspiration. This study therefore highlights the important role of customer inspiration in customizing products or services and expands the research on design affordance in the context of VR.

Suggested Citation

  • Zhou, Fei & Zhang, Na & Wang, Na & Mou, Jian, 2023. "Design affordance in VR and customization intention: Is customer inspiration a missing link?," Technological Forecasting and Social Change, Elsevier, vol. 192(C).
    • Handle: RePEc:eee:tefoso:v:192:y:2023:i:c:s0040162523002792
    DOI: 10.1016/j.techfore.2023.122594
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    Cited by:

    1. Huang, Wensheng & Wang, Xiaochen & Zhang, Qianyao & Han, Junhui & Zhang, Runtong, 2025. "Beyond likes and comments: How social proof influences consumer impulse buying on short-form video platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    2. Chen, Shuang & Li, Bin & Zhou, Qi, 2025. "We are inspired: How augmented reality empowers cultural communication through self-authenticity and subjective well-being," Technological Forecasting and Social Change, Elsevier, vol. 221(C).
    3. Heilala, Ville & Kelly, Riitta & Järvinen, Miitta & Hämäläinen, Raija, 2026. "Toward closing the zipper: Technology readiness and diverse technology use of university students in terms of academic major and gender," Technological Forecasting and Social Change, Elsevier, vol. 224(C).
    4. Yan Shi & Xue Yang, 2026. "Virtual reality stimulating customer creativity in product co-development," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 13(1), pages 1-10, December.
    5. Ye, Dandan & Yuan, Ruizhi & Luo, Jun & Liu, Martin J. & Yannopoulou, Natalia, 2025. "Responsible artificial intelligence (AI) for responsible innovation in Chinese manufacturing: From the affordance–actualization theory," Technological Forecasting and Social Change, Elsevier, vol. 221(C).
    6. Sun, Yuan & Zhong, Yating & Jeyaraj, Anand & Zhu, Mengjie, 2024. "The impact of enterprise social media affordances on employees' thriving at work: An empowerment theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    7. He, Hao & Bai, Shizhen & Han, Chunjia & Yang, Mu & Fan, Weijia & Gupta, Brij B., 2025. "Beyond simple interaction: Uncovering the perception-interaction intrinsic mechanism of generative AI agents—A multi-modal big data analysis with PLS-SEM and fsQCA," Technology in Society, Elsevier, vol. 83(C).
    8. Reiter, Alan & Yildiz, Hélène & Mouline, Jean-Pierre & Vrontis, Demetris & Al-Kwifi, Osama S., 2025. "Convergence of reality and Virtuality: How virtual realism transforms player experience and behavior in virtual reality massively multiplayer Online games," Journal of Business Research, Elsevier, vol. 199(C).

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