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Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach

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Abstract

With the rapid development of the VR market, virtual experience has increasingly been the object of study in recent years. A growing number of studies have reported the positive effect that virtual experience can have on a user’s mood and loyalty. However, few studies have investigated the influence of the mechanism of virtual experience on users’ mood and loyalty. To compensate for this research gap, this study aims to evaluate consumers’ virtual experience by examining the flow state in a virtual environment. A total of 368 valid questionnaires were collected, and a structural equation modeling approach was employed in the data analysis. The study reveals that forming flow involves many factors: the intrinsic characteristics of the mediated environment, the consumer’s assumptions and perceptions prior to entering the flow state, the stage at which the customer enters the flow state, and the consequences of the flow experience.

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Acknowledgments

We would like to acknowledge the contribution to this study of President Michael, Lai and General Manager Johnson, Chiang of Injoy Motion Corp., http://www.injoymotion.com.

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Authors and Affiliations

  1. Department of Business Administration, National Chengchi University, No. 64, Sec. 2, ZhiNan Road, Taipei, 11605, Taiwan, ROC

    Li-Keng Cheng

  2. Institute of Business and Management, National Chiao Tung University, No.118, Sec. 1, Jhongsiao W. Road, Taipei, 100, Taiwan, ROC

    Ming-Hua Chieng

  3. Department of Mechanical Engineering, National Chiao Tung University, 1001, Ta Hsueh Road, Hsinchu, 300, Taiwan, ROC

    Wei-Hua Chieng

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  1. Li-Keng Cheng
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Correspondence to Li-Keng Cheng.

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Table 6 Questionnaire Items
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Cheng, LK., Chieng, MH. & Chieng, WH. Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach. Virtual Reality 18, 173–188 (2014). https://doi.org/10.1007/s10055-014-0244-2

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