Going Beyond Just Watching: The Fan Adoption Process of Virtual Reality Spectatorship

Kang, Seok

doi:10.1080/08838151.2020.1798159

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Cited by 8 publications

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The effectiveness of 360° videos for environmental communication. Exploring the impact of different types of storytelling

Amrhein,

Balaban

2024

Computers in Human Behavior Reports

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The effectiveness of 360° videos for environmental communication. Exploring the impact of different types of storytelling

Amrhein,

Balaban

2024

Computers in Human Behavior Reports

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Social Media Theories

Lin¹,

Atkin²

2022

The Emerald Handbook of Computer-Mediated Communication and Social Media

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Exploring users' fluidity and adaptation in virtual worlds: metaverse features and interaction of awe and realism

Arghashi

2024

APJBA

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PurposeMetaverse technology has attracted much attention in many contexts, including industry, education, marketing and business. Some recent studies have focused on qualitative studies based on the actual definition of the metaverse. However, practical research related to metaverse platforms remains in its infancy. This study provides actionable insights into the determinants of metaverse adoption by using perceived fluidity.Design/methodology/approachA two-stage structural equation modeling (SEM) approach and Hayes’ Macro approach are used to examine the proposed hypotheses.FindingsResults show that technology features (e.g. real-time rendering, interactivity and immersion) increase users’ perceived fluidity, which in turn leads to positive intentions to use the metaverse. A high level of perceived realism is not an advantage for metaverse technology and plays a negative moderating role in this mechanism. The interaction of awe with technological features can enhance the negative moderating effects of realism.Originality/valueThis study pioneers the examination of perceived fluidity as a key determinant of metaverse adoption, offering a novel perspective beyond traditional factors. It uniquely identifies the paradoxical role of perceived realism, demonstrating its potential negative impact on user experience. In addition, the research highlights the reinforcing effect of awe on this relationship.

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Going Beyond Just Watching: The Fan Adoption Process of Virtual Reality Spectatorship

Cited by 8 publications

References 45 publications

The effectiveness of 360° videos for environmental communication. Exploring the impact of different types of storytelling

The effectiveness of 360° videos for environmental communication. Exploring the impact of different types of storytelling

Social Media Theories

Exploring users' fluidity and adaptation in virtual worlds: metaverse features and interaction of awe and realism

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