The Users’ Intention to Participate in a VR/AR Sports Experience by Applying the Extended Technology Acceptance Model (ETAM)

Abstract

Since the basic model of technology acceptance model (TAM) was introduced, studies in various fields have been conducted to improve the explanatory power of the TAM. These studies show that there are limitations in explaining the intention to use a new technology with just two variables (perceived usefulness and perceived ease of use), and that the intention to use a new technology can be affected by many external variables, in addition to the two variables. Accordingly, the purpose of this study is to identify factors affecting users’ intention to participate in a virtual/augmented reality (VR/AR) sports experience based on the extended technology acceptance model (ETAM). To this end, this study analyzed the results of a survey conducted on 300 university students who are sports majors in Korea, who have experienced VR/AR sports. First, among experience economy factors, education experience, escape experience, and esthetic experience had a positive effect on presence. Second, presence had a positive effect on perceived usefulness and flow. Third, perceived usefulness and flow had a positive effect on the intention to participate. This study has significance in empirically investigating the relationship among variables affecting users’ intention to participate in a VR/AR sports experience using the ETAM. The results can be used as basic data for establishing strategies necessary in vitalizing VR/AR sports in the future.

The Role of Emotional Responses in the VR Exhibition Continued Usage Intention: A Moderated Mediation Model

“…When users perceive the escapist and aesthetic experiences, they will actively continue to use the VR exhibition. This is consistent with the results of previous studies [ 9 , 31 ]. During the COVID-19 pandemic, there were impacts on human physical and mental health, and when people perceive risks they accordingly assess them and take steps to implement protective behaviors.…”

“…On the other hand, presence mediates the user’s escapist experience, aesthetic experience, and continued usage intention [ 31 ]. Escapist and aesthetic experiences influence users’ continued usage intention through presence.…”

“…In this case, the user will gain an escapist experience through continued usage. When users feel detached from reality, they increase continued usage intention and use continued usage as an effective way to gain escapist experience [ 30 , 31 ]. Therefore, this study hypothesized that:…”

“…Presence is a necessary variable for user behavior in a virtual environment [ 44 , 45 ]. Users increase the use of virtual media to feel the escapist experience and aesthetic experience [ 31 ]. In this process, individuals gain escapist experience by experiencing virtual spaces and environments [ 29 ].…”

Study on the Application of Traditional Chinese Auspicious Images in Environmental Art Design Based on VR Senses

“…Visual stimulation is an important field of virtual reality application, which has important uses in urban planning, environmental art design, architectural design, and so on [ 17 ]. Designing a virtual three-dimensional model according to the virtual reality scene to establish the entire virtual scene environment can fully display the real environment in front of us and make people feel a sense of reality similar to field observation.…”