The Effects of Attributes of Non-Immersive Virtual Reality on Customers’ Experience of Video Tours under Social Distancing for COVID-19

Abstract

This study explores the role of virtual reality (VR) tours in influencing customers’ experiences and attitudes as well as their behavioral intentions toward VR tours. A research model that combines the technology acceptance model, flow theory, and social distancing is proposed to demonstrate the interrelationships among attributes of VR tours, online customer experience, customer attitude, and behavioral intention. Social distancing plays a situational role in the model. We collected 545 usable online questionnaires and used SPSS and SmartPLS to analyze the measurement model and proposed hypotheses. Attributes of the VR tour had a positive influence on the extrinsic values and intrinsic values of the customer experience. Furthermore, online customer experience was positively related to customer attitude and intention toward VR tours. In addition, social distancing influenced customer attitudes but not behavioral intention. Moreover, the results of a multigroup analysis based on country of residence suggested relevant differences between the America and Asia groups. This research extends understanding of the online customer experience of VR tours and provides empirical evidence that VR attributes enhance the extrinsic and intrinsic values of online customer experiences. It provides an integrated view of the technology acceptance model, flow theory, and social distancing and suggests that social distancing has an impact on customers’ attitude toward VR tours but no effects on their intention. The implications of these findings can help scholars and practitioners better understand consumers’ motivations and behavioral intentions to use VR tours, which will help the tourism industry boost revenue and create additional sales channels.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Tran-Thien-Y Le

Tran-Thien-Y Le is a Lecturer at the School of Economics, Can Tho University, Vietnam. She received her MBA degree in Vietnam and PhD degree of Manegement in Taiwan. Her research interests include customer experience and customer behavior in service marketing.

Ja-Shen Chen

Ja-Shen Chen is a Professor of College of Management in Yuan Ze University, Taiwan. He holds MS and PhD both in Decision Sciences from Rensselaer Polytechnic Institute, NY, USA. His research interests include service innovation, customer relationship management, and digital transformation. Ja-Shen Chen is the corresponding author.

Ngoc B. Nguyen

Ngoc B. Nguyen (a.k.a. Jade) is a self-motivated learner with professional experience in the industry and academia since 2012. She obtained an MBA degree in Leadership at Yuan Ze University where she continues her doctoral studies in Management. Her research interests include M&A, business ecosystems, SMEs, and organizational behavior.