Skip to main content
SpringerLink
Log in

Applying the Technology Acceptance Model to Consumer Behavior Towards Virtual Reality Service

  • Conference paper
  • First Online:
Advances in Usability and User Experience (AHFE 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 972))

Included in the following conference series:

  • 4007 Accesses

Abstract

This study evaluates the user experiences (UXs) of watching a 360° scooter ride video in a laboratory using a fully immersive virtual reality (VR) system. The aim is to understand of the factors that will impact VR service adoption in experiencing a scooter ride. This study adopts the technology acceptance model (TAM) to investigate the factors that may influence user acceptance of fully immersive VR service. Data were collected from an experiment involving a total of 46 individual scooter commuters. The participants were asked to use the scooter VR service and to complete a questionnaire. The results verified that the important factors that influence a user’s usage intention in a scooter VR services were found to be ‘perceived ease of use’ and ‘attitude’. Based on these results, a number of suggestions are proposed for the design of related VR service for strengthening the advantages of VR service in experience for simulated vehicle rides.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Hertel, P.T.: Remembering reactions and facts: the influence of subsequent information. J. Exp. Psychol. Learn. Mem. Cogn. 8(6), 513–529 (1982)

    Article  Google Scholar 

  2. Keller, K.L.: Conceptualizing, measuring, and managing customer-based brand equity. J. Mark. 57, 1–22 (1993)

    Article  Google Scholar 

  3. Heim, M.: Virtual Realism. Oxford University Press, Oxford (2000)

    Google Scholar 

  4. Burdea, G.C., Coiffet, P.: Virtual Reality Technology. Wiley, Hoboken (2003)

    Book  Google Scholar 

  5. Villa, C., Labayrade, R.: Validation of an online protocol for assessing the luminous environment. Light. Res. Technol. 45(4), 401–420 (2013)

    Article  Google Scholar 

  6. Fonseca, D., Kraus, M.: A comparison of head-mounted and hand-held displays for 3600 videos with focus on attitude and behavior change. In: Proceedings of the 20th International Academic Mindtrek Conference (AcademicMindtrek 2016), pp. 287–296. ACM, New York (2016)

    Google Scholar 

  7. Ray, M.: Virtual reality. In: Encyclopaedia Britannica (2016). https://www.britannica.com/topic/Virtual-Reality-2080073

  8. Ajzen, I.: From intentions to actions: a theory of planned behaviour. In: Kuhl, J., Beckman, J. (eds.) Action-Control: From Cognition to Behaviour, pp. 11–39. Springer, New York (1985)

    Chapter  Google Scholar 

  9. Davis, F.D.: Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 13, 319–340 (1989)

    Article  Google Scholar 

  10. Eagly, A.H., Chaiken, S.: The Psychology of Attitudes. Harcourt Brace Jovanovich College Publishers, Orlando (1993)

    Google Scholar 

  11. Park, S.Y.: An analysis of the technology acceptance model in understanding university students’ behavioral intention to use e-learning. Educ. Technol. Soc. 12(3), 150–162 (2009)

    Google Scholar 

  12. Committee on Communication for Behavior Change in the 21st Century: Improving the Health of Diverse Populations. Speaking of health: assessing health communication strategies for diverse populations (2002)

    Google Scholar 

  13. Hair, J.F., Ringle, C.M., Sarstedt, M.: PLS-SEM: indeed a silver bullet. J. Mark. Theory Pract. 19(2), 139–152 (2011)

    Article  Google Scholar 

  14. Latan, H., Ghozali, I.: Partial Least Squares: Concept and Application Path Modelling using Program XLSTAT-PLS. Badan Penerbit Universitas Diponegoro, Semarang, Indonesia (2013)

    Google Scholar 

  15. Li, H., Daugherty, T., Biocca, F.: Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence’. J. Advert. 31(3), 43–57 (2002)

    Article  Google Scholar 

  16. Lowry, P.B., Gaskin, J., Twyman, N., Hammer, B., Roberts, T.: Taking ‘fun and games’ seriously: proposing the hedonic-motivation system adoption model (HMSAM) (2012)

    Google Scholar 

  17. Schepers, J., Wetzels, M.: A meta-analysis of the technology acceptance model: investigating subjective norm and moderation effects. Inf. Manag. 44, 90–103 (2007)

    Article  Google Scholar 

  18. Davis, F.D., Bagozzi, R.P., Warshaw, P.R.: Extrinsic and intrinsic motivation to use computers in the workplace 1. J. Appl. Soc. Psychol. 22(14), 1111–1132 (1992)

    Article  Google Scholar 

  19. Chen, I.J., Yang, K.F., Tang, F.I., Huang, C.H., Yu, S.: Applying the technology acceptance model to explore public health nurses’ intentions towards web-based learning: a cross-sectional questionnaire survey. Int. J. Nurs. Stud. 45(6), 869–878 (2008)

    Article  Google Scholar 

  20. King, W.R., He, J.: A meta-analysis of the technology acceptance model. Inf. Manag. 43, 740–755 (2006)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing and Distribution Management, Oriental Institute of Technology, 58, Sec. 2 Sihchuan Rd, Pan-Chiao, 22061, Taiwan, R.O.C.

    Fei-Hui Huang

Authors
  1. Fei-Hui Huang
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Fei-Hui Huang .

Editor information

Editors and Affiliations

  1. University of Central Florida, Orlando, FL, USA

    Tareq Ahram

  2. Catholic University of Pernambuco, Recife, Pernambuco, Brazil

    Christianne Falcão

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Huang, FH. (2020). Applying the Technology Acceptance Model to Consumer Behavior Towards Virtual Reality Service. In: Ahram, T., Falcão, C. (eds) Advances in Usability and User Experience. AHFE 2019. Advances in Intelligent Systems and Computing, vol 972. Springer, Cham. https://doi.org/10.1007/978-3-030-19135-1_68

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-19135-1_68

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-19134-4

  • Online ISBN: 978-3-030-19135-1

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation