EXPLORATION OF INNOVATION ATTRIBUTES ON INTENTION AND ADOPTION OF VIRTUAL REALITY (VR) IN ENTERTAINMENT

Abstract

Virtual Reality (VR) is an immersive technology that enables a user to experience a real
world in a virtually created environment. With this progressive technology, the experience of a
user is enhanced in terms of entertainment. The paper explores the perception-based study of VR
Technology, especially in Entertainment, based on innovation attributes from Roger’s Diffusion
Model of Innovation Theory along with cost as an additional attribute that will influence the
behavioural intention and adoption of the consumer. The five attributes utilized were complexity,
compatibility, relative advantage, observability, and trialability along with cost from which the
hypotheses were made. The analysis was done using the reliability tests, and regression by
computing the constructs based on the responses. The attributes were studied against behavioural
intention whereas cost and behavioural intention were studied against adoption. Except
complexity, all other attributes showcased significant relationships with behavioural intention.
Also, behavioural intention and cost showcased a significant relationship with the adoption.
Although, further studies can be done using more innovation attributes by incorporating
individual aspects (features, benefits, applications, and concerns) in the context of VR in
entertainment.