author(s)
M Mekala and K Arun Ganessh

abstract
In the current study, the researcher explore perceptions and experiences of virtual car showrooms and test drives enabled by VR technology with the aim of learning how these technologies impact purchasing intentions, brand engagement, and user satisfaction. By applying both mixed methods (Online surveys and in-depth interviews) to a sample of potential car buyers with the experience of using VR car platforms, the researchers determine the presence of such crucial determinants as perceived realism, interactivity, ease of use, and emotional engagement. Findings imply VR showrooms can make the process more convenient and provide exploratory freedom to the consumer to visualize the features, configurations, and performance augmentment in a risk-free environment. Overall satisfaction is however limited by factors such as the absence of tactile feedback or the possibility of motion sickness. The article also examines differences in acceptance and preferences by demographics. The results indicate how VR could supplement the physical dealerships and provide an immersive pre-purchase experience to customers, particularly those who are young and tech-savvy. The paper ends by giving suggestions to the automotive marketers and developers to design VR content in a way that would maximize consumer engagement and trust.