Earticle

초록

영어

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.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background and Research Model
2.1. Technology Acceptance Model
2.2. Stimulus–Organism–Response (SOR) Framework
2.3. Integration of TAM and SOR
2.4. Stimulus and Organisms: Sensory Inputs of VR and Perceptions
2.5. Organism and Response: Perceptions and Intention
Ⅲ. Methods
3.1. Measures
3.2. Data Collection and Participant Profile
Ⅳ. Results
4.1. Measurement Model Assessment
4.2. Structural Model Assessment
Ⅴ. Discussion
5.1. User-centered Design of VR
5.2. The Balance of Hedonic and Utilitarian Value of VR
5.3. Limitations

저자

• Jong Hyun Wi [ Dean of Virtual Convergence College, Chung-Ang University, Korea ]
• Chanhi Park [ Professor, College of Business and Economics, Chung-Ang University, Korea ]
• Hoon S. Cha [ Professor, Department of Information Systems & Operations Management, Salisbury University, USA ]
• Taeha Kim [ Professor, College of Business and Economics, Chung-Ang University, Korea ] Corresponding Author

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