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Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact

Author

Listed:
  • Camelia Surugiu

    (Faculty of Administration and Business, University of Bucharest, 030018 Bucharest, Romania
    National Institute for Research and Development in Tourism, 050741 Bucharest, Romania)

  • Cătălin Grădinaru

    (Faculty of Administration and Business, University of Bucharest, 030018 Bucharest, Romania)

  • Marius-Răzvan Surugiu

    (Institute of National Economy, 050711 Bucharest, Romania)

Abstract

Virtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education, entertainment, and marketing. This study considers the Technology Acceptance Model (TAM) theoretical framework and explores the factors influencing Gen Z’s perceptions of VR potential. The approach is based on hypotheses and a survey-based investigation, followed by logistic regression modeling. The results show that VR attracts Gen Z members to educational and entertainment activities. Also, they believe that VR is important for marketing activities. The results show the importance of investments in VR, in all three domains, and the importance of adapting strategies to leverage VR’s potential effectively.

Suggested Citation

  • Camelia Surugiu & Cătălin Grădinaru & Marius-Răzvan Surugiu, 2025. "Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact," Administrative Sciences, MDPI, vol. 15(2), pages 1-22, February.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:2:p:41-:d:1582362
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    References listed on IDEAS

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    2. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    3. Soukaina Abdallah-Ou-Moussa & Martin Wynn & Omar Kharbouch & Zakaria Rouaine, 2024. "Digitalization and Corporate Social Responsibility: A Case Study of the Moroccan Auto Insurance Sector," Administrative Sciences, MDPI, vol. 14(11), pages 1-27, November.
    4. Simona Catalina Stefan & Ana Alexandra Olariu & Stefan Catalin Popa, 2024. "Implications of Artificial Intelligence on Organizational Agility: A PLS-SEM and PLS-POS Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(66), pages 403-403, Aprilie.
    5. Dimas Pandu Pratama & Panca O. Hadi Putra, 2024. "Exploring Sustainable VR Use Cases for Startup Business Models: A Customized Customer Development Approach," Sustainability, MDPI, vol. 16(14), pages 1-43, July.
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