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Consumer Study on the Acceptance of VR Headsets based on the Extended TAM

확장된 기술수용모델을 활용한 VR기기 수용관련 소비자 연구

  • Chen, Qian Qian (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
  • 진천천 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Received : 2018.04.18
  • Accepted : 2018.06.20
  • Published : 2018.06.28

Abstract

This study investigated the antecedents of VR(virtual reality) headsets acceptance and the causal relationships among self-efficacy, content diversity, the perceived usefulness, the perceived easy of use, the perceived playfulness and the adoption intention. We collected 238 survey responses and formed structural equation modeling with AMOS 23.0. The results of the analysis can be summarized as follows. The diversity of contents and self-efficacy had significant effects on perceived usefulness, perceived ease of use and perceived enjoyment, thus increasing the intention of acceptance. Perceived usefulness, perceived ease of use and perceived enjoyment had significant effects on the intention of acceptance. Perceived ease of use indirectly had an effect through increasing perceived enjoyment. The price did not affect the adoption intention and marketing communication increased the intention of acceptance. The results are expected to provide useful information to the companies related to VR.

Keywords

VR headsets;Self-Efficacy;Content Diversity;Perseived Enjoyment;Extended TAM

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