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

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  • Milad Dehghani
  • Fulya Acikgoz
  • Atefeh Mashatan
  • Seung Hwan (Mark) Lee

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.

Suggested Citation

  • Milad Dehghani & Fulya Acikgoz & Atefeh Mashatan & Seung Hwan (Mark) Lee, 2022. "A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase," Behaviour and Information Technology, Taylor & Francis Journals, vol. 41(7), pages 1453-1471, May.
    • Handle: RePEc:taf:tbitxx:v:41:y:2022:i:7:p:1453-1471
    DOI: 10.1080/0144929X.2021.1876767
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    Cited by:

    1. Saleem, Tayyaba & Talpur, Qurat-ul-ain & Ishaq, Muhammad Ishtiaq & Raza, Ali & Junaid, Muhammad, 2024. "Exploring the effect of telepresence and escapism on consumer post-purchase intention in an immersive virtual reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).

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