Understanding virtual reality continuance: an extended perspective of perceived value

Purpose The purpose of this paper is to develop an integrated research model that can explain current users' continuance intention regarding the adoption of virtual reality (VR). Design/methodology/approach This study builds a new research model based on the perceived value theory. The model and the hypotheses formulated are tested using partial least squares analysis with 295 respondents. Findings Both utilitarian value and hedonic value have positive impacts on VR users' continuance intention. Among the four constructs reflecting VR device and service-related attributes, content quality and ease of use have significant impacts on the utilitarian value and hedonic value. Visual attractiveness is positively associated with hedonic value while portability affected only utilitarian value. Practical implications To increase users' retention of VR, VR service providers should focus developing high-quality VR content, and VR device manufacturers should consider both ease of use and visual attractiveness of VR devices. Originality/value This study is the first empirical study to investigate user adoption of VR devices and services synthetically, as most of prior studies related to VR adoption mainly focused on VR devices or specific services.