Experiencing Virtual Reality in Retail:&amp;nbsp;Extending the Acceptance Model for Vr Hardware Towards VR Experiences

Download This Paper Open PDF in Browser Add Paper to My Library Share: Permalink Using these links will ensure access to this page indefinitely Copy URL Experiencing Virtual Reality in Retail: Extending the Acceptance Model for Vr Hardware Towards Vr Experiences Journal of Business Research 44 Pages Posted: 29 Jun 2021 Last revised: 29 Nov 2021 Publication Status: Preprint See all articles by Eric HoldackEric HoldackHHL Leipzig Graduate School of ManagementKatja Lurie-StoyanovHHL Leipzig Graduate School of Management Abstract VR glasses are an upcoming trend in retail. However, little is known about customer acceptance of VR experiences. The literature considers acceptance drivers for VR content and hardware separately, despite both elements affecting technology acceptance. This paper extends the existing VR hardware acceptance model by assessing VR content perception. In particular, the resulting VR experience acceptance model (VR-XAM) incorporates perceived informativeness and perceived playfulness into a structural equation model to predict attitude and usage intention towards VR glasses. The results show the outstanding role of utilitarian variables for VR glasses, suggesting that companies should first focus on informative and useful elements when implementing VR experiences into retail landscapes. Furthermore, the study stresses the importance of playfulness as the most important hedonic aspect of customer acceptance for VR in retail. Thus, the paper extends the understanding of technology acceptance and provides useful implications for the development of VR applications in retail. Keywords: Virtual Reality (VR), VR glasses, Technology Acceptance Model (TAM), Retail, Informativeness, Playfulness Suggested Citation: Suggested Citation Holdack, Eric and Lurie-Stoyanov, Katja, Experiencing Virtual Reality in Retail: Extending the Acceptance Model for Vr Hardware Towards Vr Experiences. Available at SSRN: https://ssrn.com/abstract=3876097 Eric Holdack HHL Leipzig Graduate School of Management ( email ) Jahnallee 59Leipzig, 04109 Katja Lurie-Stoyanov (Contact Author) HHL Leipzig Graduate School of Management Jahnallee 59Leipzig, 04109 Download This Paper Open PDF in Browser Do you have a job opening that you would like to promote on SSRN? Place Job Opening Paper statistics Abstract Views 170 Downloads 40 76 References PlumX Metrics Specialities Related eJournals Development of Innovation eJournal Follow Development of Innovation eJournal Subscribe to this fee journal for more curated articles on this topic FOLLOWERS 495 PAPERS 5,430 Diffusion of Innovation eJournal Follow Diffusion of Innovation eJournal Subscribe to this fee journal for more curated articles on this topic FOLLOWERS 356 PAPERS 3,805 Strategy & Microeconomic Policy eJournal Follow Strategy & Microeconomic Policy eJournal Subscribe to this fee journal for more curated articles on this topic FOLLOWERS 255 PAPERS 1,272 Information Systems & Economics eJournal Follow Information Systems & Economics eJournal Subscribe to this fee journal for more curated articles on this topic FOLLOWERS 234 PAPERS 13,775 This Journal is curated by: Erik Brynjolfsson at National Bureau of Economic Research (NBER) Feedback Feedback to SSRN Feedback (required) Email (required) Submit If you need immediate assistance, call 877-SSRNHelp (877 777 6435) in the United States, or +1 212 448 2500 outside of the United States, 8:30AM to 6:00PM U.S. Eastern, Monday - Friday. SSRN Quick Links SSRN Solutions Research Paper Series Conference Papers Partners in Publishing Jobs & Announcements Newsletter Sign Up SSRN Rankings Top Papers Top Authors Top Organizations About SSRN SSRN Objectives Network Directors Presidential Letter Announcements Contact us FAQs Copyright Terms and Conditions Privacy Policy We use cookies to help provide and enhance our service and tailor content. To learn more, visit Cookie Settings. This page was processed by aws-apollo5 in 0.235 seconds