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EMAC 2020 Annual Conference


Adding a kick to virtual reality: Extending the acceptance model for VR hardware towards VR experiences
(A2020-64343)

Published: May 27, 2020

AUTHORS

Eric Holdack, HHL Leipzig Graduate School of Management; Katja Lurie-Stoyanov, HHL Graduate School of Management

KEYWORDS

Virtual Reality (VR); Technology acceptance model (TAM); Retail

ABSTRACT

VR glasses are an upcoming trend in the retail industry. However, little is known about the customer acceptance of VR experiences. Existent literature considers acceptance drivers for VR content and VR hardware separately, even though both elements affect technology acceptance inseparable and simultaneously. This paper extends the existing VR hardware acceptance model by elements assessing the perception of VR content. In particular, the resulting VR experience acceptance model (VR-XAM) incorporates perceived informativeness and perceived playfulness into a structural equation model to predict the attitude and usage intention towards VR glasses. The results show that companies should primarily focus on playful elements when implementing VR experiences into their retail landscape. This study extends the understanding of technology acceptance and provides useful implications for the development of VR applications in retail.