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

Dehghani M., Acikgoz F., Mashatan A., Lee S. H.

Behaviour and Information Technology, vol.41, no.7, pp.1453-1471, 2022 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 41 Issue: 7
  • Publication Date: 2022
  • Doi Number: 10.1080/0144929x.2021.1876767
  • Journal Name: Behaviour and Information Technology
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, FRANCIS, Aerospace Database, Applied Science & Technology Source, Business Source Elite, Business Source Premier, CINAHL, Communication & Mass Media Index, Communication Abstracts, Compendex, Computer & Applied Sciences, Educational research abstracts (ERA), INSPEC, Library and Information Science Abstracts, Library, Information Science & Technology Abstracts (LISTA), Metadex, Psycinfo, Civil Engineering Abstracts
  • Page Numbers: pp.1453-1471
  • Keywords: Virtual reality, VR, Netnography, continuance intention, immersion, post-adoption
  • TED University Affiliated: No


© 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.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.