| Summary: | This study aimed to develop a theoretical framework explaining how aspects of the technology acceptance model (TAM) and flow theory explain user attitudes and behavioral intentions in a virtual reality surfing experience. Using data from 251 participants, relationships between the TAM and flow theory concepts were tested with structural equation modeling (SEM). Results revealed that hedonic factors (experiencing a flow state) and utilitarian aspects (perceived usefulness and ease of use) drove intentions to adopt VR for virtual surfing. These findings support the argument that incorporating hedonic factors (i.e., flow experience) into the TAM increases its predictive power in understanding antecedents of consumer behavioral intentions toward new technology. These findings also contribute to the technology acceptance literature concerning VR technology in leisure activities. Regarding managerial implications, the study suggests that VR provides potential surfing consumers with a realistic, immersive, and enjoyable way to learn to surf. VR can apply to other leisure and tourism sectors requiring remote locations and increase their behavioral intentions to participate.
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