Why do people use VR (games)? A study of continued use and spending

Abstract

Virtual reality (VR) applications, including games and play, have received significant warranted and unwarranted hype, especially under the label of “metaverse”. Nonetheless, adoption of VR remains relatively modest, and many VR users are demotivated to continue their VR use despite its growing offerings and affordability. Several reasons have been postulated to hinder VR adoption such as cybersickness, affordability, and low usability. However, few empirical studies investigated continued use of and spending on VR. In this study we utilized factors originating from uses and gratifications theory as well as unified theory of acceptance and use of technology to investigate and understand continued VR use and spending through survey data (n = 681). The results indicate that VR use continuance and spending are positively connected to perceptions of utility, facilitating conditions, enjoyment, price-value, and experiences of embodiment, but are negatively connected to (current) visual aesthetics. These findings guide future VR research, development, and marketing.