Yan Jun, Ali Ihtesham, Ali Rizwan, Chang Yaping
School of Management, Huazhong University of Science and Technology, Wuhan, China.
Department of Management Sciences, Lahore Garrison University, Lahore, Pakistan.
Front Psychol. 2022 Apr 25;13:850896. doi: 10.3389/fpsyg.2022.850896. eCollection 2022.
The accelerating growth of virtual reality (VR) technology and evolving customer needs make multifarious challenges and opportunities for service industries. Based on the Technology Acceptance Model (TAM) and Theory of Affection Responses, we explored the key drivers of customer loyalty in virtual reality-enabled services through a large-scaled survey data collected from VR users in four major cities of Pakistan. The study employs the partial least squares structural equation modeling (PLS-SEM). We verified that the authenticity of the VR experience and TAM dimensions (ease of use, usefulness of VR) are the key drivers of customer loyalty béhavioral in VR-enabled services. Furthermore, results revealed that Affective responses (i.e., enjoyment, emotional involvement, and flow state) significantly mediated the relationships between the drivers and customer loyalty (continued use, recommendation, and willingness to pay premium). Implications for researchers and VR practitioners were also provided.
虚拟现实（VR）技术的加速发展以及不断演变的客户需求给服务业带来了多方面的挑战与机遇。基于技术接受模型（TAM）和情感反应理论，我们通过从巴基斯坦四个主要城市的VR用户收集的大规模调查数据，探索了虚拟现实支持服务中客户忠诚度的关键驱动因素。该研究采用偏最小二乘结构方程模型（PLS-SEM）。我们验证了VR体验的真实性和TAM维度（易用性、VR的有用性）是虚拟现实支持服务中客户忠诚度行为的关键驱动因素。此外，结果表明情感反应（即享受、情感投入和心流状态）显著介导了驱动因素与客户忠诚度（持续使用、推荐和支付溢价意愿）之间的关系。同时也为研究人员和VR从业者提供了启示。
