Surfing in virtual reality: An application of extended technology acceptance model with flow theory
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 theor...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-03-01
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| Series: | Computers in Human Behavior Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2451958822000860 |
| _version_ | 1811162718407753728 |
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| author | Yu-Chih Huang Ling-Ni Li Hsiao-Yun Lee Matthew H.E.M. Browning Chia-Pin Yu |
| author_facet | Yu-Chih Huang Ling-Ni Li Hsiao-Yun Lee Matthew H.E.M. Browning Chia-Pin Yu |
| author_sort | Yu-Chih Huang |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-10T06:33:43Z |
| format | Article |
| id | doaj.art-205039a0790c40abb71d7f87585cbc21 |
| institution | Directory Open Access Journal |
| issn | 2451-9588 |
| language | English |
| last_indexed | 2024-04-10T06:33:43Z |
| publishDate | 2023-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Computers in Human Behavior Reports |
| spelling | doaj.art-205039a0790c40abb71d7f87585cbc212023-03-01T04:32:38ZengElsevierComputers in Human Behavior Reports2451-95882023-03-019100252Surfing in virtual reality: An application of extended technology acceptance model with flow theoryYu-Chih Huang0Ling-Ni Li1Hsiao-Yun Lee2Matthew H.E.M. Browning3Chia-Pin Yu4Department of Tourism, Leisure and Hospitality Management, National Chi-Nan University, Taiwan, ROCSchool of Forestry and Resource Conservation, National Taiwan University, Taiwan, ROCDepartment of Leisure Industry and Health Promotion, National Taipei University of Nursing and Health Sciences, Taiwan, ROCVirtual Reality and Nature Lab, Department of Parks, Recreation and Tourism Management, Clemson University, United StatesSchool of Forestry and Resource Conservation, National Taiwan University, Taiwan, ROC; Corresponding author. School of Forestry and Resource Conservation, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei, 10617, Taiwan, ROC.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.http://www.sciencedirect.com/science/article/pii/S2451958822000860Virtual realityTAMFlow theorySurfingLeisure theory360-degree videos |
| spellingShingle | Yu-Chih Huang Ling-Ni Li Hsiao-Yun Lee Matthew H.E.M. Browning Chia-Pin Yu Surfing in virtual reality: An application of extended technology acceptance model with flow theory Computers in Human Behavior Reports Virtual reality TAM Flow theory Surfing Leisure theory 360-degree videos |
| title | Surfing in virtual reality: An application of extended technology acceptance model with flow theory |
| title_full | Surfing in virtual reality: An application of extended technology acceptance model with flow theory |
| title_fullStr | Surfing in virtual reality: An application of extended technology acceptance model with flow theory |
| title_full_unstemmed | Surfing in virtual reality: An application of extended technology acceptance model with flow theory |
| title_short | Surfing in virtual reality: An application of extended technology acceptance model with flow theory |
| title_sort | surfing in virtual reality an application of extended technology acceptance model with flow theory |
| topic | Virtual reality TAM Flow theory Surfing Leisure theory 360-degree videos |
| url | http://www.sciencedirect.com/science/article/pii/S2451958822000860 |
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