The Elderly Perceived Meanings and Values of Virtual Reality Leisure Activities: A Means-End Chain Approach

Cheng-Shih Lin, Mei-Yuan Jeng and Tsu-Ming Yeh
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Cheng-Shih Lin: Department of Business Administration, National Quemoy University, Kinmen 892, Taiwan
Mei-Yuan Jeng: Department of Leisure Recreation and Management Da-Yeh University, Changhua 515, Taiwan
Tsu-Ming Yeh: Department of Industrial Engineering and Management, National Quemoy University, Kinmen 892, Taiwan

IJERPH, 2018, vol. 15, issue 4, 1-13

Abstract: This study uses means-end chain (MEC) techniques to examine the awareness, decision-making procedure, and personal values of the elderly with regard to virtual reality leisure activities. The results of the study show that elderly respondents value virtual reality leisure activities that are fun, safe, and easy. In terms of outcome benefits, elderly respondents value feeling physically and mentally healthy, firsthand experience, and satisfied curiosity. In value terms, elderly respondents hope that their chosen virtual reality leisure activities improve not only their relationships with others, but also their enjoyment, quality of life, and sense of belonging. The results show that, while consumers with different awarenesses of virtual reality leisure activities have different decision-making processes, they share creating “good memories” as the terminal value with the most significant effect. This presents a potential opportunity to promote virtual reality leisure activities. Relevant bodies or enterprises can seek to create good memories in consumers by developing activities that are safe and fun, promote good health, and provide good service, thereby attracting the interest of elderly consumers.

Keywords: hierarchical value map; leisure activities; means-end chain; personal values; virtual reality (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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