This experimental study investigates how Virtual Reality (VR) and 360° video technologies influence user engagement and decision-making in a simulated Hmong hill tribe café environment in Chiang Rai, Thailand. Using Spearman’s Rank Correlation and Wilcoxon Signed-Rank tests with 41 participants, researchers found VR significantly increased immersion, interactivity, and spatial presence (p < 0.05), while 360° video improved information credibility, reliability and perceived authenticity (r = 0.640, p = 0.000). Qualitative analysis revealed VR’s strength in fostering interactive engagement through features like object manipulation, whereas 360° video built trust via stable visual narratives of cultural elements. Both formats demonstrated complementary strengths: VR’s spatial audio enhanced environmental realism, while 360° video’s high-resolution close-ups improved product appraisal capabilities. The study identifies specific design priorities - dynamic lighting for VR emotional impact and minimised motion blur in 360° transitions - that directly correlate with increased purchase intent across both platforms. These findings provide empirical guidelines for optimising virtual retail environments through context-appropriate technology selection and multimodal sensory integration.