Adapting UTAUT2 to assess user acceptance of an e-scooter virtual reality service
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ORIGINAL ARTICLE
Adapting UTAUT2 to assess user acceptance of an e‑scooter virtual reality service Fei‑Hui Huang1 Received: 27 November 2018 / Accepted: 19 December 2019 © Springer-Verlag London Ltd., part of Springer Nature 2020
Abstract A virtual reality (VR) technology innovation experience service was designed to promote electric two-wheelers (E2Ws). An understanding of the factors that will have an impact on VR service adoption in experiencing an E2W ride is important. This study adapts the Unified Theory of Acceptance and Use of Technology (UTAUT2) to investigate the factors that may influence user acceptance of fully immersive VR as compared to desktop VR. A within-subjects design enabled 56 participants to evaluate both VR systems. The results indicate that the model constructs of performance expectancy, hedonic motivation, and facilitating conditions are useful predictors of the behavioral intention to use VR systems. Although these factors were significantly higher for fully immersive VR, both VR systems can yield a positive influence on behavioral intention. Based on these findings, several implications for developers and suggestions for future research are provided. Keywords Technology acceptance model · UTAUT2 · Virtual reality · Immersive experience · User experience
1 Introduction To improve air quality and public health, for over a decade the Taiwanese government has been actively supporting projects that promote electric two-wheelers (E2Ws) as a replacement for gas-powered scooters. Relevant results (e.g., Huang 2015, 2017) revealed that an E2W trial ride can positively stimulate people’s willingness to embrace E2Ws. Direct product or service experiences may create stronger associations in memory, given their inherent self-relevance (Hertel 1982). Experiential benefits generally correspond to product-related attributes, and the experience of using the product or service correspond to satisfying needs such as sensory pleasure, variety, and cognitive stimulation (Keller 1993). However, limited resources render it impossible to provide all novice users with the opportunity to test drive E2Ws. Moreover, there are approximately 13.7 million scooter users in Taiwan. Encouraging these users to experience an e-scooter ride is particularly important. Virtual reality (VR) technology is therefore proposed to design an innovative trial ride service. Such a service is designed to
* Fei‑Hui Huang [email protected] 1
Oriental Institute of Technology, New Taipei, Taiwan
be experienced at a user’s own pace, in E2W stores or at a related exhibition. VR provides a simulated means of creating a sensory and psychological experience for users as an alternative to physical reality; experiences are expected to provide sensory, emotional, cognitive, and behavioral values that replace functional values. Related simulations have been verified to evoke user responses similar to those in physical environments (Villa and Labayrade 2013). Furthermore, VR has been shown to be beneficial in different applications, i
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