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.

摘要

尽管在消费者市场中获得了消费者对虚拟现实 (VR) 的动力和兴趣，但文献在探索持续使用行为和与采用后相关的因素方面仍然滞后。在此基础上，当前的研究旨在确定支持当前 VR 用户持续使用的因素。为了检验这一点，我们采用了混合方法。在研究 1 中，我们最初从 Amazon.com 排名前 10 的 VR 品牌中收集了总共 3,205 名实际购买者（亚马逊验证购买），通过网络志内容分析，出现了 VR 设备后采用的关键决定因素（即感知功能益处、感知不适、感知专注沉浸、时间分离、感知健康风险和任务质量）。在研究 2 中，假设使用来自 119 个当前 VR 用户的结构方程模型进行测试。结果表明，时间分离和任务质量被发现是影响持续使用的最重要的前因。对理论和管理影响以及对未来研究的建议进行了辩论。