The role of virtual reality on information sharing and seeking behaviors

One of the most popular forms of technological applications in the hospitality and tourism industry is virtual reality (VR). Extending the current literature on VR, this study investigates the effects of VR's vividness and interactivity on customers' perceived media richness, which further influences information search and sharing behaviors. The results of this study confirm the importance of vividness and interactivity as contributing factors to media richness. Findings also identify media richness positively influences customers' information search and sharing behaviors. This study bridges the gap between the application of media richness to VR and offers industry implications for enhancing VR features to increase favorable customers' behaviors.