Purpose

The purpose of this paper is to develop an integrated research model that can explain current users' continuance intention regarding the adoption of virtual reality (VR).

Design/methodology/approach

This study builds a new research model based on the perceived value theory. The model and the hypotheses formulated are tested using partial least squares analysis with 295 respondents.

Findings

Both utilitarian value and hedonic value have positive impacts on VR users' continuance intention. Among the four constructs reflecting VR device and service-related attributes, content quality and ease of use have significant impacts on the utilitarian value and hedonic value. Visual attractiveness is positively associated with hedonic value while portability affected only utilitarian value.

Practical implications

To increase users' retention of VR, VR service providers should focus developing high-quality VR content, and VR device manufacturers should consider both ease of use and visual attractiveness of VR devices.

Originality/value

This study is the first empirical study to investigate user adoption of VR devices and services synthetically, as most of prior studies related to VR adoption mainly focused on VR devices or specific services.

中文翻译：

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了解虚拟现实的持续性：感知价值的扩展视角

目的

本文的目的是开发一个集成的研究模型，该模型可以解释当前用户对采用虚拟现实（VR）的持续意图。

设计/方法/方法

这项研究基于感知价值理论建立了一个新的研究模型。使用偏最小二乘分析对295位受访者进行了检验，对模型和假设进行了检验。

发现

功利价值和享乐价值均对VR用户的持续意愿产生积极影响。在反映VR设备和服务相关属性的四个构造中，内容质量和易用性对功利价值和享乐价值产生重大影响。视觉吸引力与享乐价值正相关，而便携性仅影响功利价值。

实际影响

为了增加用户对VR的保留，VR服务提供商应着重开发高质量的VR内容，VR设备制造商应同时考虑VR设备的易用性和视觉吸引力。

创意/价值

这项研究是第一份综合研究用户对VR设备和服务的采用的实证研究，因为以前与VR应用有关的大多数研究主要集中在VR设备或特定服务上。