The research examines the effect of system design factor in the virtual reality shopping store which are interactivity and vividness on customers’ urge to buy impulsively. The stimulus-organism-response model is employed to be a theoretical foundation for the study. An experiment with 2x2 factorial design is conducted with the participation of 134 participants who are recruited in Tainan city, Taiwan. The data collected is processed with the assistance of SPSS 22 and SmartPLS 3.0. The result confirms findings from previous studies about the effect of interactivity and vividness on telepresence in virtual reality environment. Besides, in line with previous research’s results, interactivity and vividness significantly affects the perceived diagnosticity. The study also finds positive relationships between these two system design factors on customers’ level of playfulness. In addition, the relationships between telepresence, perceived diagnosticity and urge to buy impulsively are not moderated by the level of customers’ impulsiveness, meanwhile the relationship of playfulness and urge to buy impulsively is strengthened by the degree of consumers’ impulsiveness. Conclusions, limitations and suggestion for future research are also provided.

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