Abstract
This research statistically analyzes factors that influence consumer intention to use virtual reality services. The result shows that the main predictors of intention to use virtual reality services, in the order of importance, are hedonic motivation, personal innovativeness, effort expectancy and performance expectancy. And it shows that the higher were the impacts of effort expectancy, social influence, performance expectancy, and hedonic motivation on intention to use the services the higher was a customer’s personal innovativeness. According to the results, marketing strategies for virtual reality services should appeal to consumers by positioning the using experience as an adventure or a way to reduce their stress and change a negative mood. Also they should be reputation-building and target early adopters.
This work was supported by Hankuk University of Foreign Studies Research Fund of 2016.
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Hwang, YH., Moon, YJ. (2017). Statistical Analysis of Determinants of Intention to Use Virtual Reality Services and Moderating Effects. In: Park, J., Chen, SC., Raymond Choo, KK. (eds) Advanced Multimedia and Ubiquitous Engineering. FutureTech MUE 2017 2017. Lecture Notes in Electrical Engineering, vol 448. Springer, Singapore. https://doi.org/10.1007/978-981-10-5041-1_66
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DOI: https://doi.org/10.1007/978-981-10-5041-1_66
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