earticle

영어

Due to the increased interest of metaverse, virtual reality (VR) has been recognized as an important technology to consumers and end-users, to managers and business owners, and to scholars and researchers as well. While many have identified factors that influence satisfaction with VR, additional important factors remain uninvestigated. This study extends prior research on VR by identifying and explicating the roles of authenticity and familiarity. In our research model, system quality, presence, and authenticity influence two mediating variables of enjoyment and usefulness of information. Enjoyment (a hedonic motive) and usefulness of information (a utilitarian motive), in turn, influence satisfaction, with familiarity moderating both of these relationships. Out of ten hypotheses, eight of them turn out to be significant. The identification of the roles of authenticity and familiarity on satisfaction with VR is the primary contribution of this research study.