An internet shopping mall is an electronic commerce environment in cyberspace where trading parties seek to fulfill their mutual interests. However, conventional internet shopping malls have the weakness of lacking the sense of presence and immersion that can be experienced in actual commerce. To overcome these limitations of existing internet shopping malls, this study implemented VRISA, a new type of internet shopping mall applying virtual reality techniques, and analyzed how virtual reality features affect consumers' purchase intention. For objective analysis, four hypotheses were formulated and processed using the extended Fishbein model, and the results were compared with those of conventional internet shopping malls. The empirical analysis verified that VRISA, which provides virtual reality features, enhances purchase intention approximately twofold compared to conventional internet shopping malls due to the sense of presence and immersion it offers.