A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase

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dc.contributor.authorDehghani, Milad
dc.contributor.authorAcikgoz, Fulya
dc.contributor.authorMashatan, Atefeh
dc.contributor.authorLee, Seung Hwan
dc.date.accessioned2021-02-15T11:30:06Z
dc.date.available2021-02-15T11:30:06Z
dc.date.issued2021-01-25
dc.date.updated2021-02-11T10:16:37Z
dc.description.abstractDespite 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.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationDehghani, 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, 41(7), pp.1453-1471. https://doi.org/10.1080/0144929X.2021.1876767en
dc.identifier.doi10.1080/0144929X.2021.1876767en
dc.identifier.eissn1362-3001
dc.identifier.endpage1471
dc.identifier.issn0144-929X
dc.identifier.issued7
dc.identifier.journaltitleBehaviour and Information Technologyen
dc.identifier.startpage1453
dc.identifier.urihttps://hdl.handle.net/10468/11064
dc.identifier.volume41
dc.language.isoenen
dc.publisherTaylor & Francis Groupen
dc.rights© 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.2021.1876767en
dc.subjectContinuance intentionen
dc.subjectImmersionen
dc.subjectNetnographyen
dc.subjectPost-adoptionen
dc.subjectVirtual realityen
dc.subjectVRen
dc.subject~Cork University Business School - Journal Articles~en
dc.titleA holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phaseen
dc.typeArticle (peer-reviewed)en
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