IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v70y2023ics096969892200220x.html
   My bibliography  Save this article

Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention

Author

Listed:
  • Huang, Yung-Chuan

Abstract

Upon entering 2022, Taiwan faced an epidemic that broke out in large numbers in a short time came to have the highest infection rate in the world, which has driven the demand for virtual reality (VR) tourism. The current study integrated the concepts of the unified theory of acceptance and use of technology (UTAUT) and the theory of planned behaviour (TPB) to investigate users' VR tourism behaviour intention. Using a sample of 635 virtual reality (VR) users, the results indicate that UTAUT might indirectly influence behaviour through the perceived benefits of technology usage. Further, attitudes toward VR tourism have positively strengthened the relationships between UTAUT, perceived benefits, and behavioural intention. First-order factor and second-order factor analyses of alternative models were applied to implement a comparative design with the originally proposed models. The theoretical and managerial implications are discussed in the final section.

Suggested Citation

  • Huang, Yung-Chuan, 2023. "Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s096969892200220x
    DOI: 10.1016/j.jretconser.2022.103127
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892200220X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103127?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Park, Sangwon, 2020. "Multifaceted trust in tourism service robots," Annals of Tourism Research, Elsevier, vol. 81(C).
    2. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Pleyers, Gordy & Poncin, Ingrid, 2020. "Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Loureiro, Sandra M.C. & Cavallero, Luisa & Miranda, Francisco Javier, 2018. "Fashion brands on retail websites: Customer performance expectancy and e-word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 131-141.
    6. Baishya, Kuldeep & Samalia, Harsh Vardhan, 2020. "Extending unified theory of acceptance and use of technology with perceived monetary value for smartphone adoption at the bottom of the pyramid," International Journal of Information Management, Elsevier, vol. 51(C).
    7. Ahmad, Wasim & Kim, Woo Gon & Choi, Hyung-Min & Haq, Junaid Ul, 2021. "Modeling behavioral intention to use travel reservation apps: A cross-cultural examination between US and China," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Huang, Tseng-Lung, 2021. "Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Cabrera-Sánchez, Juan-Pedro & Villarejo-Ramos, à ngel F., 2020. "Acceptance and use of big data techniques in services companies," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    10. Zhou, Min & Zhao, Lindu & Kong, Nan & Campy, Kathryn S. & Xu, Ge & Zhu, Guiju & Cao, Xianye & Wang, Song, 2020. "Understanding consumers’ behavior to adopt self-service parcel services for last-mile delivery," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Chi, Maomao & Zhao, Jing & George, Joey F. & Li, Yanhui & Zhai, Shanshan, 2017. "The influence of inter-firm IT governance strategies on relational performance: The moderation effect of information technology ambidexterity," International Journal of Information Management, Elsevier, vol. 37(2), pages 43-53.
    13. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    14. Sam Liu, Chih-Hsing & Jack Liu, Hsiou-Hsiang & Ng, Yen-Ling, 2021. "Investigation of entrepreneurial orientation development with airline employees: Moderating roles of a cooperation-competition mechanism," Journal of Air Transport Management, Elsevier, vol. 94(C).
    15. Pantano, Eleonora & Vannucci, Virginia, 2019. "Who is innovating? An exploratory research of digital technologies diffusion in retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 297-304.
    16. Fan, Xiaojun & Chai, Zeli & Deng, Nianqi & Dong, Xuebing, 2020. "Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    17. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    18. Lee, Wei-Long & Liu, Chih-Hsing & Tseng, Tzu-Wen, 2022. "The multiple effects of service innovation and quality on transitional and electronic word-of-mouth in predicting customer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Erjavec, Jure & Manfreda, Anton, 2022. "Online shopping adoption during COVID-19 and social isolation: Extending the UTAUT model with herd behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Waseem Ahmad Khan & Zain Ul Abideen, 2023. "Effects of behavioural intention on usage behaviour of digital wallet: the mediating role of perceived risk and moderating role of perceived service quality and perceived trust," Future Business Journal, Springer, vol. 9(1), pages 1-15, December.
    2. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Siyal, Abdul Waheed & Chen, Hongzhuan & Jamal Shah, Syed & Shahzad, Fakhar & Bano, Shaher, 2024. "Customization at a glance: Investigating consumer experiences in mobile commerce applications," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Siwalak Jierasup & Adisorn Leelasantitham, 2024. "A Change from Negative to Positive of Later Adoption Using the Innovation Decision Process to Imply Sustainability for HR Chatbots of Private Companies in Thailand," Sustainability, MDPI, vol. 16(13), pages 1-29, July.
    5. Kumar, Aman & Shankar, Amit & Nayal, Preeti, 2024. "Metaverse is not my cup of tea! An investigation into how personality traits shape metaverse usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Meennapa Rukhiran & Sethapong Wong-In & Paniti Netinant, 2023. "User Acceptance Factors Related to Biometric Recognition Technologies of Examination Attendance in Higher Education: TAM Model," Sustainability, MDPI, vol. 15(4), pages 1-18, February.
    7. Hyeon Jo & Youngsok Bang, 2024. "RETRACTED ARTICLE: From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    8. Chenyu Gu & Qiuting Duan, 2024. "Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    9. Meennapa Rukhiran & Napasorn Phaokla & Paniti Netinant, 2022. "Adoption of Environmental Information Chatbot Services Based on the Internet of Educational Things in Smart Schools: Structural Equation Modeling Approach," Sustainability, MDPI, vol. 14(23), pages 1-32, November.
    10. Shu Zhang & Thitinant Wareewanich & Xiao-Guang Yue, 2023. "How to Promote a Destination’s Sustainable Development? The Influence of Service Encounters on Tourists’ Attitudes and Behavioral Intentions," Sustainability, MDPI, vol. 15(19), pages 1-17, September.
    11. Hsiu-Ping Yang & Wei-Shang Fan & Ming-Chun Tsai, 2024. "Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes," Sustainability, MDPI, vol. 16(6), pages 1-22, March.
    12. Nisar Ahmed Dahri & Waleed Mugahed Al-Rahmi & Abeer S. Almogren & Noraffandy Yahaya & Muhammad Saleem Vighio & Qusay Al-maatuok & Ali Mugahed Al-Rahmi & Ahmad Samed Al-Adwan, 2023. "Acceptance of Mobile Learning Technology by Teachers: Influencing Mobile Self-Efficacy and 21st-Century Skills-Based Training," Sustainability, MDPI, vol. 15(11), pages 1-22, May.
    13. Wang, Linqiang & Feng, Xiuhuan & Zang, Luning, 2024. "Does risk perception influence individual investors' crowdfunding investment decision-making behavior in the metaverse tourism?," Finance Research Letters, Elsevier, vol. 62(PA).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.
    2. Chekembayeva, Gaukhar & Garaus, Marion & Schmidt, Orsolya, 2023. "The role of time convenience and (anticipated) emotions in AR mobile retailing application adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Aslam, Usman & Davis, Leon, 2024. "Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Pathak, Kanishka & Prakash, Gyan, 2023. "Exploring the role of augmented reality in purchase intention: Through flow and immersive experience," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    5. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Sun, Chunhua & Fang, Yuan & Kong, Meng & Chen, Xiayu & Liu, Yezheng, 2022. "Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Jiang, Yi & Lai, Po-Lin & Yang, Ching-Chiao & Wang, Xinchen, 2023. "Exploring the factors that drive consumers to use contactless delivery services in the context of the continued COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    9. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    10. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    11. Poushneh, Atieh, 2021. "How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    13. Schultz, Carsten D. & Kumar, Harish, 2024. "ARvolution: Decoding consumer motivation and value dimensions in augmented reality," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    14. Kumar, Jitender & Katiyar, Gagan & Mehrotra, Ankit & Attri, Rekha & Vishnoi, Sushant Kumar, 2024. "Connecting BOP consumers and retailers: What drives small-time retailing through social media?," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    15. Chong Li & Yingqi Li, 2023. "Factors Influencing Public Risk Perception of Emerging Technologies: A Meta-Analysis," Sustainability, MDPI, vol. 15(5), pages 1-37, February.
    16. Tamara Kasamani & Alaa Abass & Nehale Mostapha, 2022. "The Antecedents and Consequences of Customer Inspiration: The Mediating Role of Perceptual Fluency in the Online Shopping Context," International Review of Management and Marketing, Econjournals, vol. 12(5), pages 5-11, September.
    17. Jung, Timothy Hyungsoo & Bae, Sujin & Moorhouse, Natasha & Kwon, Ohbyung, 2021. "The impact of user perceptions of AR on purchase intention of location-based AR navigation systems," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Nawres, Darragi & Nedra, Bahri-Ammari & Yousaf, Anish & Mishra, Abhishek, 2024. "The role of augmented reality in shaping purchase intentions and WOM for luxury products," Journal of Business Research, Elsevier, vol. 171(C).
    19. Briana M. Martinez & Laura E. McAndrews, 2023. "Do you take...? The effect of mobile payment solutions on use intention: an application of UTAUT2," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 458-469, September.
    20. Nikhashemi, S.R. & Knight, Helena H. & Nusair, Khaldoon & Liat, Cheng Boon, 2021. "Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:70:y:2023:i:c:s096969892200220x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.