Back Issues 11-20

EXPLORING THE FACTORS INFLUENCING CONSUMER’S ATTITUDE TOWARD USING AND USE INTENTION OF VIRTUAL REALITY GAMES

Jyi-Chang Tsai

Department of Information Management, I-Shou University, Kaohsiung, Taiwan

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Lisa Y. Chen*

Department of Information Management, I-Shou University, Kaohsiung, Taiwan

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Hui-Yi Peng

Department of Information Management, I-Shou University, Kaohsiung, Taiwan

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Abstract

Mobile games have already turned into a new favorite leisure activity of modern people with the gradual popularization of smart mobile device technology. The development of mobile games has gradually proved to be a new business opportunity for game companies. Virtual reality (VR) game has become the trend of the game industry thanks to the accelerated development of artificial intelligence. Mobile games using virtual reality technology have also become a new marketing trend, so understanding consumers’ using expectations of VR will be conductive to improvement of the development and profitability of the games. Therefore, this research adopts the technology acceptance model (TAM) as the theoretical foundation to explore the influence of perceived usefulness, perceived ease of use, perceived playfulness, and immersive experience on attitude toward using and use intention of VR games. With consumers who have played VR games as the research object, the data analysis results of 210 valid questionnaires show that the hypotheses of this research are supported. This research provides a future development strategy and an integral marketing direction of virtual reality games through the analysis results, and provides the reference for the subsequent researchers of virtual reality games.

Key words: Virtual Reality Game, Technology Acceptance Model, Immersive Experience, Attitude Toward Using, Use intention

Attachments:

1155 Final.pdf

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470 kB