Consumer acceptance of virtual reality when browsing for apparel Online publication date: Tue, 27-Jul-2021
by Jennifer Johnson Jorgensen; Katelyn Sorensen
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 12, No. 3, 2021
Abstract: With the growth of virtual reality, many opportunities exist for retailers, but consumers may not be ready to use virtual reality when browsing for apparel. To determine the acceptance of virtual reality among consumers, an adapted technology acceptance model (TAM) was tested including the variables of perceived enjoyment and perceived innovativeness. To collect data, 407 participants in the USA were exposed to an online virtual reality experience on their personal computers. Afterward, participants completed an online survey. The results of this study found that perceived enjoyment had a positive relationship with perceived usefulness and perceived ease of use, while perceived usefulness was found to relate to perceived innovativeness and perceived ease of use. Surprisingly, perceived ease of use was not found to have a positive relationship with attitude in this study. The adapted TAM was also determined to be an appropriate theoretical framework for understanding the acceptance of virtual reality when browsing for apparel.
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