Abstract
With virtual reality technology rapidly advancing, virtual reality glasses can be used for a growing number of tasks and thus become increasingly integrated in consumers’ lives. The present study reanalyzes an existing dataset from a quantitative study with 611 German consumers to assesses their perceived applicability of virtual reality glasses in various tasks. Further, this study identifies situations and explores the relationship of virtual reality tasks with attitudes and purchase intention of virtual reality glasses. Finally, the present paper offers a critical reflection on the increasing adoption of technology in our everyday lives from an ethical and sociological perspective and offers impulses for future research.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Cameirão, M. S., i Badia, S. B., Oller, E. D., & Verschure, P. F. (2010). Neurorehabilitation using the virtual reality based rehabilitation gaming system: Methodology, design, psychometrics, usability and validation. Journal of Neuroengineering and Rehabilitation,7(1), 48.
Chuah, S. H. W. (2019). Wearable XR-technology: Literature review, conceptual framework and future research directions. International Journal of Technology Marketing. Forthcoming.
Craig, A. B., Sherman, W. R., & Will, J. D. (2009). Developing virtual reality applications: Foundations of effective design. Burlington: Morgan Kaufmann.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly,13(3), 319–340.
Freina, L., & Ott, M. (2015). A literature review on immersive virtual reality in education: State of the art and perspectives. In The International Scientific Conference eLearning and Software for Education (vol. 1, p. 133). “Carol I” National Defence University.
Han, D. I. D., & Dieck, T. (2019). Calling for user-centric VR design research in hospitality and tourism. Hospitality & Society,9(2), 237–246.
Han, D. I. D., Weber, J., Bastiaansen, M., Mitas, O., & Lub, X. (2019). Virtual and augmented reality technologies to enhance the visitor experience in cultural tourism. Augmented reality and virtual reality (pp. 113–128). Cham: Springer.
Hayhurst, J. (2018). How augmented reality and virtual reality is being used to support people living with dementia—design challenges and future directions. Augmented reality and virtual reality (pp. 295–305). Cham: Springer.
Herz, M., & Brunk, K. H. (2017). Conceptual advances in consumers’ semantic and episodic brand memories: A mixed methods exploration. Psychology & Marketing,34(1), 70–91.
Herz, M., & Rauschnabel, P. A. (2019). Understanding the diffusion of virtual reality glasses: The role of media, fashion and technology. Technological Forecasting and Social Change,138, 228–242.
Huang, H. M., Rauch, U., & Liaw, S. S. (2010). Investigating learners’ attitudes toward virtual reality learning environments: Based on a constructivist approach. Computers & Education,55(3), 1171–1182.
Kalantari, M. (2017). Consumers’ adoption of wearable technologies: Literature review, synthesis, and future research agenda. International Journal of Technology Marketing,12(3), 274–307.
King, W. R., & He, J. (2006). A meta-analysis of the technology acceptance model. Information & Management,43(6), 740–755.
Lu, H. P., Hsu, C. L., & Hsu, H. Y. (2005). An empirical study of the effect of perceived risk upon intention to use online applications. Information Management & Computer Security,13(2), 106–120.
Rauschnabel, P. A. (2018). Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology & Marketing,35(8), 557–572.
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services,49, 43–53.
Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. Journal of Business Research,92, 374–384.
Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: An investigation of technology acceptance drivers. International Journal of Technology Marketing,11(2), 123–148.
Rendon, A. A., Lohman, E. B., Thorpe, D., Johnson, E. G., Medina, E., & Bradley, B. (2012). The effect of virtual reality gaming on dynamic balance in older adults. Age and Ageing,41(4), 549–552.
Sachs, G. (2016). Virtual and augmented reality: Understanding the race for the next computing platform (pp. 1–56). Retrieved from: http://www.goldmansachs.com/our-thinking/pages/technology-driving-innovation-folder/virtual-and-augmentedreality/report.pdf. Last retrieved on August 28, 2019.
Shelstad, W. J., Smith, D. C., & Chaparro, B. S. (2017, September). Gaming on the rift: How virtual reality affects game user satisfaction. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting (vol. 61, no. 1, pp. 2072–2076). Sage CA: Los Angeles, CA: SAGE Publications.
Slater, M., Spanlang, B., Sanchez-Vives, M. V., & Blanke, O. (2010). First person experience of body transfer in virtual reality. PLoS ONE,5(5), e10564.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly,36(1), 157–178.
Vorderer, P., Hefner, D., Reinecke, L., & Klimmt, C. (Eds.). (2018). Permanently online, permanently connected: Living and communicating in a POPC world. New York, London: Routledge, Taylor & Francis Group.
Yang, H., Yu, J., Zo, H., & Choi, M. (2016). User acceptance of wearable devices: An extended perspective of perceived value. Telematics and Informatics,33(2), 256–269.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Herz, M., Rahe, V. (2020). Virtual Reality Becoming Part of Our Lives—Assessing Consumers’ Perceived Applicability of Virtual Reality Supported Tasks and a Critical Reflection on the Development. In: Jung, T., tom Dieck, M.C., Rauschnabel, P.A. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-37869-1_10
Download citation
DOI: https://doi.org/10.1007/978-3-030-37869-1_10
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-37868-4
Online ISBN: 978-3-030-37869-1
eBook Packages: Business and ManagementBusiness and Management (R0)