Interactive VR: mental imagery as a catalyst for sensory experiences

Purpose – This study explores how VR interactivity influences user perceptions and behavioural intentions by stimulating mental imagery. Grounded in flow theory and TAM, it positions mental imagery as a key mechanism linking interactivity to sensory and behavioural outcomes. Design/methodology/approach – A convenience sample of U.S. undergraduates used Google Cardboard to explore a virtual store. Findings – VR interactivity influenced mental imagery and sensory app experience, which in turn influenced perceived enjoyment and usefulness. Enjoyment affected attitudes and behavioural intent, while usefulness influenced intent but not attitudes. Mental imagery mediated the relationship between interactivity and sensory app experiences. Originality/value – This study highlights VR’s underexplored potential to evoke mental imagery through interactivity. Conceptualizing mental imagery as a second-order construct, the findings show that VR interactivity promotes mental imagery, which in turn enhances sensory engagement and behavioural intentions.