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A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase
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Date
2021-01-25
Authors
Dehghani, Milad
Acikgoz, Fulya
Mashatan, Atefeh
Lee, Seung Hwan
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis Group
Published Version
Abstract
Despite gaining consumer momentum and interest of Virtual Reality (VR) in the consumer marketplace, the literature has lagged in exploring the continuance usage behaviour and factors associated with the post-adoption. To build on this, the current research seeks to identify factors that support the continuance usage of current VR users. To examine this, we employ a mixed-method approach. In Study 1, we initially gathered a total of 3,205 actual purchasers (Amazon verified purchase) from the top 10 VR brands listed in Amazon.com, Through a nethnographic content analysis, the key determinants of post-adoption of VR devices emerged (i.e. perceived functional benefit, perceived discomfort, perceived focused immersion, temporal dissociation, perceived health risk, and task quality). In Study 2, hypotheses were tested using structural equation modelling from 119 current VR users. The results demonstrate temporal dissociation and task quality were found to be the most significant antecedents affecting continuance usage. Theoretical and managerial implications are debated, as well as suggestions for future research.
Description
Keywords
Continuance intention , Immersion , Netnography , Post-adoption , Virtual reality , VR
Citation
Dehghani, M., Acikgoz, F., Mashatan, A. and Lee, S. H. (2021) 'A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase', Behaviour and Information Technology. doi: 10.1080/0144929X.2021.1876767
Link to publisher’s version
Copyright
© 2021, Informa UK Limited, trading as Taylor & Francis Group. All rights reserved. This is an Accepted Manuscript of an item published by Taylor & Francis in Behaviour & Information Technology on 25 January 2021, available online: https://doi.org/10.1080/0144929X.2021.1876767