The virtual reality hardware acceptance model (VR-HAM): Extending and individuating the technology acceptance model (TAM) for virtual reality hardware
PubDate: July 2019
Teams: Texas Tech University
Writers: Kerry T. Manis；Danny Choi
With the emergence of virtual reality, several challenges are posed to marketers, developers, and firms alike. These challenges concern futurity in the context of content creation, consumer acceptance, and return on investment (ROI). This manuscript focuses on these challenges by extending the technology acceptance model (TAM) by incorporating perceived enjoyment as a key belief variable and including four fundamental antecedents to the acceptance of virtual reality hardware. These variables are incorporated into a structural equation model to predict the outcomes of future use and purchase intention. These findings provide support for the continuity of VR hardware into the foreseeable future and initial support for the integration of inherent curiosity literature within the TAM literature framework.