Going Beyond Just Watching: The Fan Adoption Process of Virtual Reality Spectatorship

Abstract

This study examines how adoption factors are associated with an individual’s belief, attitude, and system adoption of virtual reality spectatorship (VRS). Based on 488 responses collected from adopters and nonadopters of VRS, study results suggested that personal factors (innovativeness and motivations) were positive indicators of adoption belief. Attitudinal factors, including attitude toward government support and audience traits (i.e., relative advantage, compatibility, complexity, observability, and trialability), positively predicted adoption attitude. Both external factors – VR tool ownership and social network influence – directly accounted for VRS. The integrated technology adoption model for VRS also significantly predicted belief, attitude, and adoption.

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