Customers’ Continuous Usage Intention of Virtual Reality (VR) Product

Abstract

A new wave of virtual reality (VR) developments promise to make the technology mainstream. Virtual reality captures nearly every sensation that a person experiences, not only as an audience but as a participant. Mass adoption of virtual reality is applying to existing industries. When the first generation consumer-orientated virtual reality products were introduced, some industries injected virtual reality products into their business, such as tourism, movie, gaming, and shopping. Hence, understanding consumers’ continuous usage intention of virtual reality product is important. Due to people are willing to use virtual reality products in their daily life, the real virtual reality era will eventually be realized. However, consumers’ continuous usage intention of virtual reality products is currently not well understood. Prior studies have predominantly focused on the realization of virtual reality technology and its application in specific areas. There are limited studies aimed at consumers’ acceptance and continuance usage intention of virtual reality products. To complement this gap, the purpose of this study is to empirically examine consumers’ continuous usage intention of consumer-orientated virtual reality products based on motivation theory. This study proposes several hypotheses and conducted empirically tests our hypotheses.