“…Currently, there are about 7 million users, and forecasts project more than 25 million users by 2010 (Fetscherin & Lattemann, 2007). There are a wide variety of virtual reality applications, such as virtual malls (virtual commerce: Papadopoulou, 2007; collaborative virtual shopping: Ye et al, 2005; web2.0: Shin & Kim, 2008), digital cities (ubiquitous computing: Shin, 2005), and egovernment (government-to-citizen: Shin, 2007;government-to-government: Shin & Bartolacci, 2005), among others. Despite the increasing popularity of virtual reality, user behavior toward it using the technology acceptance model (TAM) has been assessed in only a couple of studies (Chung, 2005;Papadopoulou, 2007).…”