Title: Consumer acceptance of virtual reality when browsing for apparel

Authors: Jennifer Johnson Jorgensen; Katelyn Sorensen

Addresses: Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, 205 Home Economics Building, Lincoln, NE 68583-0802, USA ' Department of Textiles, Merchandising & Fashion Design, University of Nebraska-Lincoln, 201 Home Economics Building, Lincoln, NE 68583-0802, USA

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.

Keywords: virtual reality; perceived enjoyment; perceived innovativeness; technology acceptance model; TAM.

DOI: 10.1504/IJEMR.2021.116501

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.3, pp.232 - 253

Received: 19 Feb 2019
Accepted: 05 Aug 2019
Published online: 27 Jul 2021 *

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