Research On Willingness To Use VR Glasses Based On Technology Acceptance Model

As an emerging technology,virtual reality(VR)plays an essential role in changing the future hi-tech industry and even the way of human life because it has completely transformed the monotonous one-way human-machine relationship and replaced it by multidimensional senses,human-computer intelligent interaction and immersive experience.Unlike most new technologies which attract capital to the consumer market and in turn benefit from it,VR has to find a totally new way to succeed in the consumer market for the early capital market is too optimistic about it and capitalized VR products have been pushed into the market too prematurely causing many problems such as varying qualities of hardware products,lack of content,high homogeneity,poor channel and unitary product standards.The problems above have not been fully recognized by the consumer market,destroying the original expectation of the consumer market and reducing users' purchasing desire.Based on the Technology Acceptance Model and Uses and Gratifications,this thesis,from users' perspective,investigates the major factors influencing users' purchasing desire for VR glasses.In addition,different factors in direction and intensity are also analyzed.Based on the Technology Acceptance Model,the thesis not only makes good use of the studies on the willingness for integrated media,but adds two basic sense variables,two emerging variables.According to the above the theoretical framework this research is developed and hypotheses are put forward.The thesis uses questionnaire as its main researching method and is supplemented by interviews.222 valid questionnaires are distributed online where descriptive statistics,common method deviation tests and reliability analyses are carried out using SPSS17 for the collected samples.After verifying the reliability and availability of the data,the correlation analysis and regression analysis are carried out,and five hypotheses are verified.The follow-up qualitative interview verifies the quantitative results and provides a practical foundation for the research conclusion.The conclusions are drawn from the results of synthetic quantitative and qualitative research:(1)The market share of VR glasses is low,and its high price is a major barrier(2)The perception of VR is generally low though the perception of entertainment is highest and customer experience remains to be improved.(3)Individuals' physical risk in perceived risk is higher than social risk.(4)VR users focus on the application and social value of the production and field of life.Based on the above conclusions,to enhance the user's perception and purchasing desire,the thesis puts forward the following suggestion,including improving hardware quality,unifying industry standard,creating popular IP,investing in off-line experience shops,enriching content and enhancing social value.