Determinants of Word-of-Mouth in the Virtual Reality Market: A Focus on Aesthetic Attributes and Perceived Value

Abstract

In the burgeoning domain of virtual reality (VR), there’s undeniable progress in technology. However, a distinct gap remains in understanding user engagement with VR devices. This study delves into the factors determining user satisfaction and word-of-mouth (WOM) recommendations related specifically to VR devices. Using partial least squares structural equation modeling, this research analyzes empirical data directly sourced from VR device users. The results indicate that the interface convenience of VR devices significantly impacts emotional value. Moreover, the design and shape of the VR devices resonate profoundly with both emotional and social values. In contrast, the color of the screen displayed by VR devices doesn’t significantly influence these values. The study also uncovers a unique relationship between emotional value and WOM. Additionally, social value has a direct positive influence on both user satisfaction and WOM recommendations. These insights offer a deeper understanding of the consumer mindset within the VR device segment, illuminating key factors driving WOM and enriching our comprehensive understanding of the VR device landscape.

Keywords:

• Virtual reality
• emotional value
• social value
• aesthetics
• satisfaction
• word-of-mouth

Disclosure statement

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

Additional information

Notes on contributors

Hyeon Jo

Hyeon Jo received his B.S., M.S., and Ph.D. degrees from the Korea Advanced Institute of Science and Technology (KAIST) in 2004, 2006, and 2012, respectively. His current affiliation is with the HJ Institute of Technology and Management, which conducts research related to emerging technology, business, and human behavior.