Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact

Camelia Surugiu · Cătălin Grădinaru · Marius-Răzvan Surugiu

10 citations0/0 files storedAdministrative Sciences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Technology Adoption and User Behaviour Virtual Reality Applications and Impacts Augmented Reality Applications

Abstract

Virtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education, entertainment, and marketing. This study considers the Technology Acceptance Model (TAM) theoretical framework and explores the factors influencing Gen Z’s perceptions of VR potential. The approach is based on hypotheses and a survey-based investigation, followed by logistic regression modeling. The results show that VR attracts Gen Z members to educational and entertainment activities. Also, they believe that VR is important for marketing activities. The results show the importance of investments in VR, in all three domains, and the importance of adapting strategies to leverage VR’s potential effectively.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 10 citations exist upstream.

References

2018The adoption of virtual reality devices: The technology acceptance model integrating enjoyment, social interaction, and strength of the social ties 2019How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness 2019Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption 2019The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing 2021The Oxford Handbook of Entertainment Theory 2018Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study 2023The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships 2021A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.