Abstract
<title>Abstract</title> <p>The integration of Virtual Reality (VR) into e-commerce has emerged as a significant focus for retailers aiming to enhance consumer engagement. However, understanding how VR influences purchase intention at the individual level remains an important gap in the literature. This study investigates the effect of VR on consumers' purchase intention by examining the mediating roles of behavioral and cognitive control, alongside the moderating role of hedonic motivation. Data were collected from a diverse sample of consumers (n = 360) and analyzed utilizing partial least squares structural equation modelling (PLS-SEM). The findings indicate that VR exerts a significant positive effect on both behavioral and cognitive control. Furthermore, behavioral control significantly enhances purchase intention, whereas cognitive control does not independently drive sales conversions. Notably, hedonic motivation significantly amplifies the relationship between VR and cognitive control but does not moderate the link with behavioral control. These findings provide actionable insights for retail management, suggesting that prioritizing user autonomy and clear action cues in immersive environments is vastly more effective for driving sales than focusing solely on cognitive engagement.</p>