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EMAC 2024 Annual


The Adoption of Virtual-Reality Headsets: The Role of Metaverse Trials
(A2024-118724)

Published: May 28, 2024

AUTHORS

Thorsten Hennig-Thurau, University of Münster; Alina Marie Herting, University of Münster; David Jütte, University of Münster

ABSTRACT

After the introduction of the first consumer virtual-reality (VR) headsets in 2016, headsets underwent significant advancements now providing highly immersive social experiences. Despite this, consumer adoption remained slow due to limited or unfamiliar use cases. However, the emergence of the metaverse in 2021, a social virtual environment accessed through VR headsets, introduced new use cases, likely fueling adoption. What remains is the unfamiliarity consumers have towards the technology. This study examines the impact of metaverse trials, where consumers engage in joint experiences using VR headsets, on the intention to use and purchase headsets. Analyzing 90 participants in metaverse trials and a matched non-trial group, the study reveals ambivalent effects of trials, increasing intention to use while decreasing intentions to buy VR headsets. Further analyses explore consumer and group factors influencing VR adoption, providing valuable insights for the future of VR headsets.