Drivers of the VR technologies user behaviour in e-commerce during the COVID-19 pandemic

The study aims to develop a qualitative methodology for assessing user behaviour in e-commerce based on VR technologies for practical implementation in web analytics. It is proved that session recording and heatmap technologies improve user interface and website performance, and effective content creation measures increase the number of users' micro conversions. The survey method was applied to discover the direct influence of user experience factors on macro conversion and loyalty levels. The study found a significant increase in the macro conversion probability and the loyalty level of website users due to user experience factors. It was revealed that the desire to secure oneself from COVID-19 is the main trigger of website traffic, and the effect of internal distraction due to content overload is the main barrier preventing electronic purchases. The regression method showed that the enhancement of users' purchase motivation depends most of all on the factors of virtual reality technologies. Immersion in the real world and three-dimensional visualization of products have the strongest impact on macro conversion and customer motivation.