Towards a theoretical framework of acceptance of virtual reality technology:evidence from 360-video concert

Abstract

Abstract We examine the use of 360-degree video technology in a live music event with the aim to explore the factors leading to acceptance of the VR use case and technology, to reduce the knowledge gap about this topic. We collected self-reported, quantitative data from 23 participants and investigated the user experience during the VR mediated 360-video concert and the acceptance of the 360-video for concert participation and VR technology use. We found that acceptance of the novel VR-based communication approach was correlated mainly with perceived usefulness. Furthermore, the perceived usefulness was only correlated with fun, but not flow and immersion. We outline the results in a new theoretical framework for studying and predicting the relationships between individual characteristics, user experience, VR evaluation, content and device, and the acceptance of 360-video mediated musical events and VR technology. Implications for VR acceptance theory and design practice are discussed