Unveiling the key determinants and consequences of Virtual Reality in the immersion experience

Guo Hui (), Khan Asif (), Hsu Chih-Wei () and Chen Shih-Chih ()
Additional contact information
Guo Hui: Innovation College, North-Chiang Mai University, Thailand
Khan Asif: College of Business, Southern Taiwan University of Science and Technology, Tainan, Taiwan
Hsu Chih-Wei: Department of Information Management, National Kaohsiung University of Science and Technology, Taiwan
Chen Shih-Chih: Department of Information Management, National Kaohsiung University of Science and Technology, Taiwan

Management & Marketing, 2024, vol. 19, issue 2, 233-255

Abstract: In recent years, there has been significant advancement in virtual reality (VR) technology development. VR headsets have become lighter, offer higher resolution, and possess more powerful computational capabilities. Previous research has indicated that the level of immersion in operating technological products can positively impact user experiences. This study explores the effects of interaction, vividness, embodiment, and media novelty on immersion, perceived usefulness, satisfaction, and continuance intention. This study collected data from 150 users of virtual reality devices with the help of a survey methodology and analyzed the data with the help of the Partial Least Square – Structural Equation Model (PLS-SEM) technique. The results indicate that interaction and vividness do not directly influence immersion. However, embodiment and media novelty indirectly affect perceived usefulness, satisfaction, and continuance intention by increasing immersion. Our findings underscore the importance of embodiment and media novelty for users in virtual environments. When users can experience a genuine sense of embodiment and novelty in the virtual environment, their perception of usefulness, satisfaction, and intention to continue using VR is enhanced. These results provide valuable guidance for designing and applying virtual reality, aiming to improve user experiences and continuance intention. This study contributes to analyzing the antecedents and consequences of immersion and offers insights that can assist academic research, VR-related development, and businesses’ marketing efforts.

Keywords: Interaction; Vividness; Embodiment; Media Novelty; Immersion; Perceived Usefulness; Satisfaction (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/mmcks-2024-0011 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:19:y:2024:i:2:p:233-255:n:1004

DOI: 10.2478/mmcks-2024-0011

Access Statistics for this article

Management & Marketing is currently edited by Alina Mihaela Dima

More articles in Management & Marketing from Sciendo
Bibliographic data for series maintained by Peter Golla ().