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Abstract: With the rapid development of virtual reality (VR) and metaverse technologies, immersive brand experience has become a critical pathway through which brands establish deeper relationships with consumers. However, the mechanism by which immersive experience is transformed into brand trust and brand loyalty remains insufficiently explained, particularly in consumer VR settings where interaction, presence, and community participation are closely intertwined.
This study focuses on PICO VR users and constructs a structural model linking immersive virtual brand experience (IVBE), virtual interaction (VI), brand trust (BT), and brand loyalty (BL). Based on 505 valid questionnaire responses, this paper applies reliability testing, confirmatory factor analysis, structural equation modeling, and mediation analysis to examine the direct and indirect effects among the four constructs.
The empirical results show that IVBE has significant positive effects on VI, BT, and BL. VI also positively affects both BT and BL, while BT further promotes BL. Mediation testing confirms that VI partially mediates the effects of IVBE on both BT and BL. These findings indicate that immersive experience alone is not sufficient for long-term brand relationship building; rather, virtual interaction functions as a key psychological and behavioral bridge that converts immersive perception into trust and loyalty.
 

Keywords: Immersive Virtual Brand Experience; Virtual Interaction; Brand Trust; Brand Loyalty; Structural Equation Modeling; PICO VR; Metaverse