부산대학교 도서관

This paper identifies factors influencing consumer behavioral intentions of using virtual reality glasses. These factors including perceived enjoyment, perceived usefulness, perceived ease of use and subjective norm, are the most commonly used in research in the context of consumer behavior and new technology products. Partial Least Square (PLS), path analysis, principle component analysis, together with a survey of 203 participants in Taiwan were used to build the model. The results show that perceived usefulness has a positive effect on attitude, perceived ease of use has a positive effect on attitude, perceived enjoyment has a positive effect on attitude, attitude has a positive effect on behavioral intention, and subjective norm plays a negative role on behavioral intention to use. In the moderate effect test, we find that individuals aged from 18 to 24 care the most about a product’s usefulness. Perceived ease of use and subjective norm are positively related to gender. Our results and recommendations are of interest to both scholars and virtual reality developers and retailers.