Evaluations on Use Behavior of VR Services and Their Policy Implications: Focusing on Moderating Effects of Personal Innovativeness

The aim of this research is to evaluate determinants influencing consumers’ use behavior of virtual reality (VR) services and to provide their policy implications focusing on moderating effects of the personal innovativeness. The result of T-test for all variables demonstrates that significant differences between males and females did exist only in personal innovativeness, which means that males were more likely to be personally innovative than females. It also shows that the main predictors of use behavior of virtual reality services are hedonic motivation, personal innovativeness, effort expectancy and performance expectancy. And all of the moderating effects were significant: interactions between effort expectancy and personal innovativeness, between social influence and personal innovativeness, between performance expectancy and personal innovativeness and between hedonic motivation and personal innovativeness, which implies that the higher were the impacts of effort expectancy, social influence, performance expectancy and hedonic motivation on use behavior of the services, the higher was a consumer’s personal innovativeness. According to the evaluation, policy implications and marketing strategies for virtual reality services should appeal to consumers by positioning the using experience as an adventure to alleviate their stress and change a negative mood. They also should seek reputation-building and target early adopters.