Asia pacific journal of information systems

  • 제34권4호
  • /
  • Pages.1025-1047
  • /
  • 2024
  • /
  • 2288-5404(pISSN)
  • /
  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

Understanding Factors Influencing Virtual Reality Acceptance Using a Unified SOR-TAM Approach

  • Jong Hyun Wi (Virtual Convergence College, Chung-Ang University) ;
  • Chanhi Park (College of Business and Economics, Chung-Ang University) ;
  • Hoon S. Cha (Department of Information Systems & Operations Management, Salisbury University) ;
  • Taeha Kim (College of Business and Economics, Chung-Ang University)
  • 투고 : 2024.04.22
  • 심사 : 2024.09.21
  • 발행 : 2024.12.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study explored factors influencing user acceptance of virtual reality (VR) technology. In this study, we proposed a comprehensive research model combining the technology acceptance model (TAM) extension with the stimulus-organism-response (SOR) framework. The integration of TAM and SOR, along with the exploration of three distinct sensory inputs - vividness, presence, and interactivity - shaping user intentions in the VR context, makes a substantial contribution to the existing literature. Assessed through perceptions of usefulness, ease of use, and enjoyment, our findings revealed that perceived enjoyment was positively affected by vividness and presence. Perceived usefulness was exclusively influenced by presence factors, whereas perceived ease of use was solely affected by interactivity. This study's results confirmed the direct positive influence of perceived usefulness, ease of use, and enjoyment on the intention to adopt VR. However, the mediating effect of perceived ease of use was supported only by perceived usefulness. Our findings offer valuable insights for both researchers and industry professionals, aiding the development of more effective VR systems through an enhanced understanding of users' willingness to adopt VR technology.

키워드

과제정보

Following are results of a study on the "Convergence and Open Sharing System" Program through the National Research Foundation of Korea (NRF) funded by the Ministry of Education.

참고문헌

  1. Abbas, J. R., O'Connor, A., Ganapathy, E., Isba, R., Payton, A., McGrath, B., Tolley, N., and Bruce, I. A. (2023). What is Virtual Reality? A healthcare-focused systematic review of definitions. Health Policy and Technology, 12(2), 100741. https://doi.org/10.1016/j.hlpt.2023.100741
  2. Adams, D. A., Nelson, R. R., and Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly, 16(2), 227-247. https://doi.org/10.2307/249577
  3. Agarwal, R., and Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. https://doi.org/10.2307/3250951
  4. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl and J. Beckman (Eds.), Action-control: From Cognition to Behavior (pp. 11-39). Springer.
  5. Alimamy, S., and Gnoth, J. (2022). I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value. Computers in Human Behavior, 128, 107105. https://doi.org/10.1016/j.chb.2021.107105
  6. Animesh, A., Pinsonneault, A., Yang, S.B., and Oh, W. S. (2011). An Odyssey into virtual worlds: Exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly, 35(3), 789-810. https://doi.org/10.2307/23042809
  7. Arghashi, V., and Yuksel, C. A. (2022). Interactivity, Inspiration, and Perceived Usefulness! How retailers' AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756. https://doi.org/10.1016/j.jretconser.2021.102756
  8. Barrett, A. J., Pack, A., and Quaid, E. D. (2021). Understanding learners' acceptance of high-immersion virtual reality systems: Insights from confirmatory and exploratory PLS-SEM analyses. Computers & Education, 169, 104214. https://doi.org/10.1016/j.compedu.2021.104214
  9. Baumgartner, T., Speck, D., Wettstein, D., Masnari, O., Beeli, G., and Jäncke, L. (2008). Feeling present in arousing virtual reality worlds: prefrontal brain regions differentially orchestrate presence experience in adults and children. Front Hum Neurosci, 2, 8. https://doi.org/10.3389/neuro.09.008.2008
  10. Barhorst, J. B., McLean, G., Shah, E., and Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122, 423-436. https://doi.org/10.1016/j.jbusres.2020.08.041
  11. Chau, M., Wong, A., Wang, M., Lai, S., Chan, K. W. Y., Li, T. M. H., Chu, D., Chan, I. K. W., and Sung, W. k. (2013). Using 3D virtual environments to facilitate students in constructivist learning. Decision Support Systems, 56, 115-121. https://doi.org/10.1016/j.dss.2013.05.009
  12. Cheon, E. (2013). Energizing business transactions in virtual worlds: an empirical study of consumers' purchasing behaviors. Information Technology and Management, 14, 315-330. https://doi.org/10.1007/s10799-013-0169-6
  13. Chin, W. W., and Todd, P. A. (1995). On the use, usefulness, and ease of use of structural equation modeling in MIS research: a note of caution. MIS Quarterly, 19(2), 237-246. https://doi.org/10.2307/249690
  14. Csikszentmihalyi, M. (2014). Toward a Psychology of Optimal Experience. In M. Csikszentmihalyi (Ed.), Flow and the Foundations of Positive Psychology: The Collected Works of Mihaly Csikszentmihalyi (pp. 209-226). Springer Netherlands. https://doi.org/10.1007/978-94-017-9088-8_14
  15. Cyr, D., Head, M., and Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & Management, 43(8), 950-963. https://doi.org/10.1016/j. im.2006.08.009
  16. Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243-256. https://doi.org/10.1016/j.techfore.2016.09.032
  17. Davis, F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-User Information System: Theory and Results (Doctoral Dissertation), MIT.
  18. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
  19. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  20. Fishbein, M., and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley.
  21. Gefen, D., Straub, D., and Boudreau, M. C. (2000). Structural Equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4. https://doi.org/10.17705/1cais.00407
  22. Georgiou, Y., and Kyza, E. A. (2017). The development and validation of the ARI questionnaire: An instrument for measuring immersion in location-based augmented reality settings. International Journal of Human-Computer Studies, 98, 24-37. https://doi.org/10.1016/j.ijhcs.2016.09.014
  23. Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., and Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905. https://doi.org/10.1007/s11747-017-0541-x
  24. Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., and de Ruyter, K. (2018). Making omnichannel an augmented reality: The current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509-523. https://doi.org/10.1108/jrim-01-2018-0023
  25. Ho, X. H., Nguyen, D. P., Cheng, J. M. S., and Le, A. N. H. (2022). Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers. Journal of Retailing and Consumer Services, 66, 102950. https://doi.org/10.1016/j.jretconser.2022.102950
  26. Hong, S. J., and Han, S. L. (2020). A study of the effect of shopping experience in virtual reality and augmented reality on consumer decision making: Analysis of mediating effect of perceived value. Korea Business Review, 24(0), 173-187. https://doi.org/10.17287/kbr.2020.24.0.173
  27. Hsiao, S. H., Wang, Y. Y., and Lin, T. L. J. (2024). The impact of low-immersion virtual reality on product sales: Insights from the real estate industry. Decision Support Systems, 178, 114131. https://doi.org/10.1016/j.dss.2023.114131
  28. Huang, Y. C. (2023). Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention. Journal of Retailing and Consumer Services, 70, 103127. https://doi.org/10.1016/j.jretconser.2022.103127
  29. Huang, Y. C., Li, L. N., Lee, H. Y., Browning, M. H. E. M., and Yu, C. P. (2023). Surfing in virtual reality: An application of extended technology acceptance model with flow theory. Computers in Human Behavior Reports, 9, 100252. https://doi.org/10.1016/j.chbr.2022.100252
  30. Ijaz, K., Ahmadpour, N., Wang, Y., and Calvo, R. A. (2020). Player Experience Of Needs Satisfaction (PENS) in an immersive virtual reality exercise platform describes motivation and enjoyment. International Journal of Human-Computer Interaction, 36(13), 1195-1204. https://doi.org/10.1080/10447318.2020.1726107
  31. Javornik, A., Marder, B., Barhorst, J. B., McLean, G., Rogers, Y., Marshall, P., and Warlop, L. (2022). 'What lies behind the filter?' Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being. Computers in Human Behavior, 128, 107126. https://doi.org/10.1016/j.chb.2021.107126
  32. Kim, J. H., Kim, M. J., Park, M. J., and Yoo, J. M. (2023). Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR). Telematics and Informatics, 77, 101936. https://doi.org/10.1016/j.tele.2022.101936
  33. Kim, M. J., Lee, C. K., and Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89. https://doi.org/10.1177/0047287518818915
  34. Lee, H. A., and Kim, Y. T. (2019). The effect of smart tourism Virtual Reality(VR) experience factors on tourism satisfaction and behavior intention: Focused on the moderating effect of presence. Journal of Tourism and Leisure Research, 31(5), 53-67. https://doi.org/10.31336/jtlr.2019.5.31.5.53
  35. Lee, J. H., Kim, J. H., and Choi, J. Y. (2019). The adoption of virtual reality devices: The technology acceptance model integrating enjoyment, social interaction, and strength of the social ties. Telematics and Informatics, 39, 37-48. https://doi.org/10.1016/j.tele.2018.12.006
  36. Lee, M. K. O., Cheung, C. M. K., and Chen, Z. (2005). Acceptance of Internet-based learning medium: The role of extrinsic and intrinsic motivation. Information & Management, 42(8), 1095-1104. https://doi.org/10.1016/j.im.2003.10.007
  37. Lombard, M., and Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of Computer-Mediated Communication, 3(2). https://doi.org/10.1111/j.1083-6101.1997.tb00072.x
  38. Manis, K. T., and Choi, D. (2019). The virtual reality hardware acceptance model (VR-HAM): Extending and individuating the technology acceptance model (TAM) for virtual reality hardware. Journal of Business Research, 100, 503-513. https://doi.org/10.1016/j.jbusres.2018.10.021
  39. Mehrabian, A., and Russell, J. A. (1974). An Approach to Environmental Psychology. The MIT Press.
  40. Moon, J., and Kim, Y. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
  41. Mouatt, B., Smith, A. E., Mellow, M. L., Parfitt, G., Smith, R. T., and Stanton, T. R. (2020, 2020-December-23). The use of virtual reality to influence motivation, affect, enjoyment, and engagement during exercise: A scoping review [Systematic Review]. Frontiers in Virtual Reality, 1. https://doi.org/10.3389/frvir.2020.564664
  42. Nash, E., Edwards, G., Thompson, J., and Barfield, W. (2000, 05/01). A review of presence and performance in virtual environments. Int. J. Hum. Comput. Interaction, 12, 1-41. https://doi.org/10.1207/S15327590IJHC1201_1
  43. Ochs, C., and Sonderegger, A. (2022, 2022-February-18). The interplay between presence and learning [Original Research]. Frontiers in Virtual Reality, 3. https://doi.org/10.3389/frvir.2022.742509
  44. Oyman, M., Bal, D., and Ozer, S. (2022). Extending the technology acceptance model to explain how perceived augmented reality affects consumers' perceptions. Computers in Human Behavior, 128, 107127. https://doi.org/10.1016/j.chb.2021.107127
  45. Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., and Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
  46. Radianti, J., Majchrzak, T. A., Fromm, J., and Wohlgenannt, I. (2020). A systematic review of immersive virtual reality applications for higher education: Design elements, lessons learned, and research agenda. Computers & Education, 147. https://doi.org/10.1016/j.compedu.2019.103778
  47. Rupp, M. A., Odette, K. L., Kozachuk, J., Michaelis, J. R., Smither, J. A., and McConnell, D. S. (2019). Investigating learning outcomes and subjective experiences in 360-degree videos. Computers & Education, 128, 256-268. https://doi.org/10.1016/j.compedu.2018.09.015
  48. Sagnier, C., Loup-Escande, E., Lourdeaux, D., Thouvenin, I., and Valléry, G. (2020). User acceptance of virtual reality: An extended technology acceptance model. International Journal of Human–Computer Interaction, 36(11), 993-1007. https://doi.org/10.1080/10447318.2019.1708612
  49. Sanchez, G. (2013). PLS Path Modeling with R(Trowchez Editions ed.). Berkeley. http://www.gastonsanchez.com/PLS Path Modeling with R.pdf
  50. Sun, C., Fang, Y., Kong, M., Chen, X., and Liu, Y. (2022). Influence of augmented reality product display on consumers' product attitudes: A product uncertainty reduction perspective. Journal of Retailing and Consumer Services, 64, 102828. https://doi.org/10.1016/j.jretconser.2021.102828
  51. Tai, K. H., Hong, J. C., Tsai, C. R., Lin, C. Z., and Hung, Y. H. (2022). Virtual reality for car-detailing skill development: Learning outcomes of procedural accuracy and performance quality predicted by VR self-efficacy, VR using anxiety, VR learning interest and flow experience. Computers & Education, 182. https://doi.org/10.1016/j.compedu.2022.104458
  52. Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704. https://doi.org/10.2307/25148660
  53. VanDerHorn, E., and Mahadevan, S. (2021). Digital twin: Generalization, characterization and implementation. Decision Support Systems, 145, 113524. https://doi.org/10.1016/j.dss.2021.113524
  54. Venkatesh, V. (1999). Creation of favorable user perceptions: Exploring the role of intrinsic motivation. MIS Quarterly, 23(2), 239-260. https://doi.org/10.2307/249753
  55. Venkatesh, V., Thong, J. Y. L., and Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. https://doi.org/10.2307/41410412
  56. Verhagen, T., Vonkeman, C., Feldberg, F., and Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in Human Behavior, 39, 270-280. https://doi.org/10.1016/j.chb.2014.07.036
  57. Wagler, A., and Hanus, M. D. (2018, 2018/10/20). Comparing virtual reality tourism to real-life experience: Effects of presence and engagement on attitude and enjoyment. Communication Research Reports, 35(5), 456-464. https://doi.org/10.1080/08824096.2018.1525350
  58. Witmer, B. G., and Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), 225-240. https://doi.org/10.1162/105474698565686
  59. Wu, X., and Lai, I. K. W. (2021). The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model. Information Technology & Tourism, 24(1), 85-107. https://doi.org/10.1007/s40558-021-00218-1
  60. Xi, N., and Hamari, J. (2021). Shopping in virtual reality: A literature review and future agenda. Journal of Business Research, 134, 37-58. https://doi.org/10.1016/j.jbusres.2021.04.075
  61. Yim, M. Y. C., and Park, S. Y. (2019). "I am not satisfied with my body, so I like augmented reality (AR)". Journal of Business Research, 100, 581-589. https://doi.org/10.1016/j.jbusres.2018.10.041
  62. Yuen, K. F., Koh, L. Y., Tan, L. Y. H., and Wang, X. (2023). The determinants of virtual reality adoption for marine conservation. Technology in Society, 72, 102170. https://doi.org/10.1016/j.techsoc.2022.102170