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Asian Journal of Information and Communications 12(1)
Asian Journal of Information and Communications 12(1)

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Asian Journal of Information and Communications

Analyzing virtual reality glasses acceptance: an empirical study in Taiwan Liangchuan Wu and Tsung-Han Yang

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  • 2020-10-07
This paper identifies factors influencing consumer behavioral intentions of using virtual
reality glasses. These factors including perceived enjoyment, perceived usefulness,
perceived ease of use and subjective norm, are the most commonly used in research in the
context of consumer behavior and new technology products. Partial Least Square (PLS),
path analysis, principle component analysis, together with a survey of 203 participants in
Taiwan were used to build the model. The results show that perceived usefulness has a
positive effect on attitude, perceived ease of use has a positive effect on attitude, perceived
enjoyment has a positive effect on attitude, attitude has a positive effect on behavioral
intention, and subjective norm plays a negative role on behavioral intention to use. In the
moderate effect test, we find that individuals aged from 18 to 24 care the most about a
product’s usefulness. Perceived ease of use and subjective norm are positively related to
gender. Our results and recommendations are of interest to both scholars and virtual reality
developers and retailers.

Keywords: behavioral intention, perceived enjoyment, wearable technology, virtual reality
glasses
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