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Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Timothy Jung

    (Manchester Metropolitan University)

  • M. Claudia Dieck

    (Manchester Metropolitan University)

  • Philipp Rauschnabel

    (University of Michigan – Dearborn)

  • Mario Ascenção

    (Haaga-Helia University of Applied Sciences)

  • Pasi Tuominen

    (Haaga-Helia University of Applied Sciences)

  • Teemu Moilanen

    (Haaga-Helia University of Applied Sciences)

Abstract

During the last years, various media technologies such as Augmented Reality (AR) and Virtual Reality (VR) have gained increased attention in consumer markets and tourism. For theme parks, especially those with rollercoasters, wearable VR devices are expected to be associated with various benefits for tourists’ experience. Therefore, adventure park managers with VR rollercoasters have a keen interest in understanding the drivers and psychological mechanisms of their visitors, especially those associated with economic benefits. Against this background, this study provides a conceptual model grounded in the VR and AR literature. The model is then tested in a Finnish amusement park with a VR switchback, and analysed using structural equation modelling. Result show that entertainment value and service quality drive satisfaction and subsequently word of mouth, but results do not confirm the importance on visitors’ willingness to pay an extra fee for a VR experience. However, this economically crucial variable is determined by social presence of other people, indicating that visitors are willing to pay for experiencing an immersive experience with other people. Theoretical and managerial implications are derived, and avenues for further research discussed.

Suggested Citation

  • Timothy Jung & M. Claudia Dieck & Philipp Rauschnabel & Mario Ascenção & Pasi Tuominen & Teemu Moilanen, 2018. "Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 247-258, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-64027-3_17
    DOI: 10.1007/978-3-319-64027-3_17
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    Citations

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    Cited by:

    1. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    2. Zeng, Guojun & Cao, Xinning & Lin, Zhibin & Xiao, Sarah H., 2020. "When online reviews meet virtual reality: Effects on consumer hotel booking," Annals of Tourism Research, Elsevier, vol. 81(C).
    3. 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).
    4. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.

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