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Contrary to expectations, color did not significantly influence attitude or satisfaction. Navigation design significantly impacted both user attitude and satisfaction, highlighting its importance in the VR experience. While aesthetics were found to positively affect user attitude, they did not significantly influence satisfaction. Interestingly, the shape of VR devices influenced satisfaction but not attitude. The product design of VR devices significantly affected both attitude and satisfaction, but audio factors did not significantly impact either. The results indicate that user attitude significantly influences loyalty, purchase intention, and WOM, as does user satisfaction. This reveals the critical role of design and sensory elements in shaping user experiences and preferences within VR environments, offering insights for developers and marketers aiming to enhance user engagement and loyalty.<\/jats:p>","DOI":"10.1162\/pres_a_00423","type":"journal-article","created":{"date-parts":[[2024,4,26]],"date-time":"2024-04-26T20:05:36Z","timestamp":1714161936000},"page":"193-219","update-policy":"https:\/\/doi.org\/10.1162\/mitpressjournals.corrections.policy","source":"Crossref","is-referenced-by-count":3,"title":["Investigating the Factors Influencing User Loyalty, Purchase Intention, and Word-of-Mouth in Virtual Reality"],"prefix":"10.1162","volume":"33","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7442-4736","authenticated-orcid":true,"given":"Hyeon","family":"Jo","sequence":"first","affiliation":[{"name":"Headquarters, HJ Institute of Technology and Management Jungdong-ro 71 39, Bucheon-si, Gyeonggi-do, 14721 Republic of 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