Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact

Camelia Surugiu, Cătălin Grădinaru and Marius-Răzvan Surugiu ()
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Camelia Surugiu: Faculty of Administration and Business, University of Bucharest, 030018 Bucharest, Romania
Cătălin Grădinaru: Faculty of Administration and Business, University of Bucharest, 030018 Bucharest, Romania
Marius-Răzvan Surugiu: Institute of National Economy, 050711 Bucharest, Romania

Administrative Sciences, 2025, vol. 15, issue 2, 1-22

Abstract: Virtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education, entertainment, and marketing. This study considers the Technology Acceptance Model (TAM) theoretical framework and explores the factors influencing Gen Z’s perceptions of VR potential. The approach is based on hypotheses and a survey-based investigation, followed by logistic regression modeling. The results show that VR attracts Gen Z members to educational and entertainment activities. Also, they believe that VR is important for marketing activities. The results show the importance of investments in VR, in all three domains, and the importance of adapting strategies to leverage VR’s potential effectively.

Keywords: Generation Z; consumer behavior; education; entertainment (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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