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Understanding the diffusion of virtual reality glasses: The role of media, fashion and technology

机译：了解虚拟现实眼镜的传播：媒体，时尚和技术的作用

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摘要

Facebook, Google and many other established players' future will encompass a new media format—Virtual Reality (VR)—that require novel devices such as VR glasses. While market forecasts are promising, recent diffusion rates indicate that consumer acceptance is still limited. By incorporating existing and proposing new benefits and risks through the lenses of media, technology, and fashion research, the authors develop and test a comprehensive framework to study consumer reactions to wearable VR glasses. Results of an empirical consumer study on virtual reality acceptance indicate various novel and interesting findings. For example, health and privacy risks diminish adoption rates, whereas—contrary to other technologies—psychological or physical risks—do not. Likewise, fashionable designs and wearable comfort—two novel constructs investigated in this research—matter in addition to established utilitarian and hedonic constructs. Finally, this study includes a novel perspective on media technologies by showing that VR-adoption intention is highest when consumers expect to experience both a strong sense of virtual embodiment (the sensation of being another person) and virtual presence (the sensation of being at another place), while the presence of only one of these conditions may even have a negative effect.
机译：Facebook，Google和其他许多知名企业的未来将包含一种新的媒体格式-虚拟现实（VR）-需要新颖的设备，例如VR眼镜。尽管市场预测令人鼓舞，但最近的扩散速度表明，消费者的接受程度仍然有限​​。通过从媒体，技术和时尚研究的角度考虑现有和提出的新的利益和风险，作者开发并测试了一个综合框架，以研究消费者对可穿戴VR眼镜的反应。消费者对虚拟现实接受度的实证研究结果表明，各种新颖有趣的发现。例如，健康和隐私风险降低了采用率，而与其他技术相反，心理或身体风险却没有。同样，除了既定的功利主义和享乐主义结构，时尚的设计和可穿戴的舒适性（本研究中研究的两种新颖结构）也很重要。最后，这项研究包括对媒体技术的新颖观点，表明当消费者期望同时体验强烈的虚拟化体现（成为另一个人的感觉）和虚拟的存在（成为另一个人的感觉）时，采用VR的意图最高。位置），而仅存在其中一种情况甚至可能会产生负面影响。

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