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Article
Publication date: 24 August 2021

Sneha Kumari, P. Raghuram, V.G. Venkatesh and Yangyan Shi

The paper aims to evaluate how progressive stakeholders view the adoption of contemporary techniques such as virtual technology in driving sustainable quality in an emerging…

1024

Abstract

Purpose

The paper aims to evaluate how progressive stakeholders view the adoption of contemporary techniques such as virtual technology in driving sustainable quality in an emerging economy context.

Design/methodology/approach

The authors adopted a systematic literature review to develop the theoretical framework for virtual reality (VR) technology adoption in sustaining quality in agriculture production. The framework was refined after discussion with a panel of academic experts. The refined theoretical framework was further empirically validated using Partial Least Square Structure Equation Modelling.

Findings

The study focuses on the future perspective of the perception for progressive farming with the adoption of VR technology in an emerging economy. The data were collected from the stakeholders (farmers, collectives, cooperative, etc.), for their future perspectives for the adoption of VR technology and sustainable quality agriculture production. The study may help build up VR technology in emerging economies which may take years to be established.

Research limitations/implications

The perception of the future perspective of VR technology study conducted has limitations. The findings are well established on technology adoption; however, the technology used will take many extra years to find its application in the agriculture sector. The study offers insightful theoretical, managerial and policy implications for sustainable quality in agriculture production through the adoption of virtual reality (VR) technology. The authors found very few works that focused on VR technology adoption.

Originality/value

The study discusses VR, which has an impact on sustaining the quality of agriculture production. The study has notable managerial and policy implications that suggest the future perspective for VR technology in agriculture production. The study is an unexplored area that needs research to capture future perspectives.

Article
Publication date: 14 February 2024

Nina Mayesti, Chen Hao Huang, Aviazka Firdhaussi Azmir and Diah Melati Adzani

This study aims to determine the extent of virtual reality (VR)/augmented reality (AR) adoption in university libraries in Indonesia and identify librarians’ views of library…

Abstract

Purpose

This study aims to determine the extent of virtual reality (VR)/augmented reality (AR) adoption in university libraries in Indonesia and identify librarians’ views of library readiness. The assessment centers on two crucial dimensions: library readiness, gauged by commitment and efficacy, and librarian readiness, appraised through cognitive and affective aspects.

Design/methodology/approach

The research features a survey-based quantitative method. A sample of 259 librarians from university libraries, all members of the Indonesian Higher Education Library Forum, responded to the online survey.

Findings

Indonesian university libraries, especially in Central Java, express strong interest in VR/AR despite low current adoption. Librarians believe in their commitment and efficacy for adoption, with improvements needed in budget procurement and human resources. Librarians are optimistic about innovating academic activities with VR/AR, despite concerns about collaboration, data governance and human resource insecurity. The research underscores the simultaneous influence of librarians’ and libraries’ readiness on VR/AR adoption, emphasizing their interconnectedness and mutual support within library management.

Practical implications

There are practical implications for library institutions in Indonesia in terms of understanding the attendant opportunities and challenges when preparing organizational ecosystems. These findings provide a broad overview of VR/AR adoption in university libraries in Indonesia and contribute to understanding the specific needs and interests of universities in Indonesia considering adopting VR/AR. In addition to preparing adequate infrastructure, libraries should ensure the availability of adequate human resources.

Originality/value

In the Indonesian context, this study, to the best of the authors’ knowledge, makes the first attempt to examine the librarian’s view as part of library management to face the dilemmas that may arise during the adoption of VR/AR despite university libraries’ commitment and efficacy to enable this technology. This research also identifies librarians’ cognitive and affective readiness as individual characteristics and resources able to influence adequate adoption.

Details

Digital Library Perspectives, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-5816

Keywords

Article
Publication date: 1 April 2021

Inna Soifer, Katerina Berezina, Olena Ciftci and Alexander Mafusalov

This study aims to explore virtual site visit adoption patterns of US convention facilities based on the diffusion of innovation (DOI) theory. Additionally, it offers predictive…

1094

Abstract

Purpose

This study aims to explore virtual site visit adoption patterns of US convention facilities based on the diffusion of innovation (DOI) theory. Additionally, it offers predictive models of virtual site visit tool adoption by applying probability distributions.

Design/methodology/approach

The study used content analysis of 369 US convention facility websites. Data collected from the websites recorded the presence or absence of the following tools facilitating virtual site visits: photos, floor plans, videos, 360-photos, 360-tours and virtual reality (VR)-optimized tours. The website content analysis was followed by application of the DOI theory and predictive modeling.

Findings

According to the DOI theory, the use of VR-optimized tours (4.34%) is still in the early adoption stage, followed by 360-degree tours (12.74%) and standard videos (17.89%) that have transitioned into the early majority stage of adoption and photos (72.09%) and floor plans (84.82%) that represent a late majority stage. Three predictive models with shifted Gompertz, Gumbel and Bass distributions forecasted that convention centers would achieve a 50% adoption rate of 360-degree tools (photos and tours) in 4.67, 4.2 and three years, respectively. The same models predicted a 50% adoption rate of 360-degree tours in 6.62, 5.81 and 4.42 years.

Practical implications

The research indicates that most US convention facilities have not taken full advantage of their websites as a sales and marketing tool.

Originality/value

This study is the first comprehensive attempt to evaluate the adoption rate of VR and other technologies enabling virtual site visits by using content analysis of US convention facility websites. Additionally, it is the first attempt to apply probability distributions to predict technology adoption in the convention industry context.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 8 August 2023

Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang and Wei Li

Tourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the…

Abstract

Purpose

Tourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics, of virtual social cues.

Design/methodology/approach

To examine the effects of richness (multiple vs. few cues) and dynamic (changeable vs. static cues) on consumers' willingness to adopt VR tourism, three virtual tourism scenes were designed and presented by head-mounted displays. The data were collected for participants in the VR laboratory and tested by ANOVA and partial least squares–structural equation modeling.

Findings

Virtual social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger, their mental imagery stimulates a stronger willingness to adopt VR tourism.

Originality/value

The authors innovatively utilize concepts of parasocial interaction and mental imagery and discuss the various influences and mediation mechanisms of social cue characteristics on consumers' adoption of VR tourism. The conclusions may provide new insights for VR tourism managers and tourism scholars.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 16 October 2023

Sezer Yersüren and Çağıl Hale Özel

This study aims to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through the technology…

Abstract

Purpose

This study aims to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through the technology acceptance model (TAM).

Design/methodology/approach

Quantitative data gathered from questionnaires applied to 198 people after undertaking an imaginary three-dimensional (3D) destination experience were analyzed with PLS-SEM.

Findings

Virtual reality experience quality influences perceptions and intentions. The perceived ease of use affects perceived usefulness, perceived usefulness effects attitude and destination visit intention, while perceived risk affects only virtual reality travel intention. Attitude affects both intentions.

Research limitations/implications

The main limitation of the study relates to the quality of the experience offered, which is limited to the technical capacity of the virtual reality glasses used. Virtual reality can be used as a new economic offering and create a realistic destination experience. Virtual reality experience quality is an important determinant of intention in physical and imaginary travels, in shaping perceptions and minimizing travel risks. The explanatory power of the model can be increased by adding the perceived risk variable to TAM. The study has brought new perspectives, new insights and suggestions for developing tourism.

Originality/value

In the study, a 3D imaginary destination with its mise-en-scène and story, which includes more than one destination type, was designed. This study contributes to the literature by analyzing real and virtual visit intentions, combining the fields of the experience economy, risk perception and TAM.

研究目的

本研究通过应用技术接受模型, 探讨虚拟现实体验质量对目的地参访意愿和虚拟现实旅游意愿的影响。旨在识别这些变量之间存在的关系, 并解释这些关系的因果链接。

研究方法

本研究从198名参与虚拟三维目的地体验后填写的问卷中获得定量数据并通过PLS-SEM方法进行分析。

研究发现

虚拟现实体验的质量影响用户的感知和意愿。虚拟现实旅游意愿仅受感知风险的影响。感知易用性影响感知有用性。意愿受态度影响, 但感知有用性不影响虚拟现实旅游。

研究局限性/意义

本研究的主要局限性与提供的体验质量有关, 该质量受到虚拟现实眼镜技术能力的限制。虚拟现实可以作为一种新的经济提供方式进行开发。通过将感知风险变量添加到技术接受模型中, 可以增加模型的解释力。本研究为旅游业的发展提供了新的视角、见解和建议, 并解释了虚拟现实提供的真实目的地体。

研究创新

为了研究的目的, 本研究设计了一个虚拟的三维目的地, 包含多个目的地类型。该目的地有自己的布景和故事情节。本研究通过分析真实和虚拟参访意愿的领域, 将体验经济、风险感知和技术接受模型领域相结合, 为文献做出了贡献。

Article
Publication date: 29 April 2021

Samad M.E. Sepasgozar, Mohsen Ghobadi, Sara Shirowzhan, David J. Edwards and Elham Delzendeh

This paper aims to examine the current technology acceptance model (TAM) in the field of mixed reality and digital twin (MRDT) and identify key factors affecting users' intentions…

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Abstract

Purpose

This paper aims to examine the current technology acceptance model (TAM) in the field of mixed reality and digital twin (MRDT) and identify key factors affecting users' intentions to use MRDT. The factors are used as a set of key metrics for proposing a predictive model for virtual, augmented and mixed reality (MR) acceptance by users. This model is called the extended TAM for MRDT adoption in the architecture, engineering, construction and operations (AECO) industry.

Design/methodology/approach

An interpretivist philosophical lens was adopted to conduct an inductive systematic and bibliographical analysis of secondary data contained within published journal articles that focused upon MRDT acceptance modelling. The preferred reporting items for systematic reviews and meta-analyses (PRISMA) approach to meta-analysis were adopted to ensure all key investigations were included in the final database set. Quantity indicators such as path coefficients, factor ranking, Cronbach’s alpha (a) and chi-square (b) test, coupled with content analysis, were used for examining the database constructed. The database included journal papers from 2010 to 2020.

Findings

The extant literature revealed that the most commonly used constructs of the MRDT–TAM included: subjective norm; social influence; perceived ease of use (PEOU); perceived security; perceived enjoyment; satisfaction; perceived usefulness (PU); attitude; and behavioural intention (BI). Using these identified constructs, the general extended TAM for MRDT in the AECO industry is developed. Other important factors such as “perceived immersion” could be added to the obtained model.

Research limitations/implications

The decision to utilise a new technology is difficult and high risk in the construction project context, due to the complexity of MRDT technologies and dynamic construction environment. The outcome of the decision may affect employee performance, project productivity and on-site safety. The extended acceptance model offers a set of factors that assist managers or practitioners in making effective decisions for utilising any type of MRDT technology.

Practical implications

Several constraints are apparent due to the limited investigation of MRDT evaluation matrices and empirical studies. For example, the research only covers technologies which have been reported in the literature, relating to virtual reality (VR), augmented reality (AR), MR, DT and sensors, so newer technologies may not be included. Moreover, the review process could span a longer time period and thus embrace a fuller spectrum of technology development in these different areas.

Originality/value

The research provides a theoretical model for measuring and evaluating MRDT acceptance at the individual level in the AECO context and signposts future research related to MRDT adoption in the AECO industry, as well as providing managerial guidance for progressive AECO professionals who seek to expand their use of MRDT in the Fourth Industrial Revolution (4IR). A set of key factors affecting MRDT acceptance is identified which will help innovators to improve their technology to achieve a wider acceptance.

Details

Engineering, Construction and Architectural Management, vol. 28 no. 5
Type: Research Article
ISSN: 0969-9988

Keywords

Article
Publication date: 23 August 2023

Wei Du, Samad M.E. Sepasgozar, Ayaz Khan, Sara Shirowzhan and Juan Garzon Romero

This study aims to develop a novel theoretical model for predicting the users’ intention to use virtual tools designed for construction risk evaluation. Risk evaluation is a vital…

Abstract

Purpose

This study aims to develop a novel theoretical model for predicting the users’ intention to use virtual tools designed for construction risk evaluation. Risk evaluation is a vital objective for construction managers. This paper intends to examine critical factors such as potential benefits, motivation, performance expectancy and rich sources of information that may affect users’ intention to use virtual technology.

Design/methodology/approach

A pile training module (PTM) was developed in a virtual environment to analyze the proposed virtual reality-technology acceptance model (VR-TAM) factors. Further, a questionnaire survey was conducted with the participation of 102 construction professionals in China to validate the proposed VR-TAM model and PTM tool. The retrieved data was computed to test the proposed model by using partial least squares structural equation modeling and the significance of the PTM tool in a virtual environment.

Findings

The results of this study reveal that high-significance paths represent five relationships between crucial factors affecting users’ intention to use a selected virtual reality (VR) module. Five of seven hypothesis paths were significant with acceptable t-values. By quantitative measurement of high-significance paths, this research has found that each factor under VR-TAM has received significant loadings, with many above the 0.7 threshold mark and others around 0.6. The top factors include “motivation” and “benefits” and have multiplier effects on “intention to use” as the source factors.

Practical implications

The finding of this study presents crucial factors for VR adoption, and the proposed VR-TAM model contributes to the body of knowledge toward managing construction risk using pre-optimization and understanding in a virtual environment. This study supports Chinese construction company managers in effectively using VR technology in their construction projects for risk assessment and management.

Originality/value

This study offered the development of a novel VR-TAM integrated with risk assessment techniques for piling processes. Further, the developed model was analyzed by using a survey of Chinese construction professionals to collect perceptions about the modified theoretical model of VR-TAM.

Article
Publication date: 9 November 2023

Elena Pessot, Andrea Zangiacomi and Marco Sacco

Augmented reality (AR) and virtual reality (VR) are increasingly recognized among technologies potentially driving the digital innovation of small and medium-sized enterprises…

Abstract

Purpose

Augmented reality (AR) and virtual reality (VR) are increasingly recognized among technologies potentially driving the digital innovation of small and medium-sized enterprises (SMEs). Nevertheless, the implications of AR/VR adoption in innovation processes have yet to receive much attention to date, with the need to explore the issues facilitating a systematic implementation in the SME context. This study aims to investigate the possible innovation paths of SMEs as a result of AR/VR adoption.

Design/methodology/approach

The authors performed a multiple case study research involving six Italian SMEs in manufacturing and service sectors that are investing in AR and/or VR solutions and are digitally innovating thanks to these technologies.

Findings

AR/VR solutions lead to different types of innovation in SMEs, i.e. for innovating product or service offerings, business processes or even the business model, when AR/VR extends to the company business logic. SMEs demonstrate being able to leverage internal sources with the essential commitment of top management and low resistance of employees in all kinds of AR/VR-enabled innovations. Conversely, they involve different external innovation sources according to the type of innovation pursued. Organizational issues emerged as more relevant than technological issues.

Practical implications

Results contribute to the literature on digital transformation of SMEs and provide managerial guidance on innovation sources and organizational issues to be considered to effectively deploy AR/VR solutions into specific innovation paths.

Originality/value

This study explores the impact of emergent technologies in the innovation process along with multiple perspectives, degree of complexity, and strategic importance in the SME context.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 29 April 2021

Abdulmalik Abubakar Badamasi, Komal Raj Aryal, Usman Umar Makarfi and Mansir Dodo

Virtual reality (VR) offers unique features of a three-dimensional (3D) model during early design stages in the virtual environment with immersive functions. Although the…

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Abstract

Purpose

Virtual reality (VR) offers unique features of a three-dimensional (3D) model during early design stages in the virtual environment with immersive functions. Although the potential of VR is to increase the effectiveness and productivity of the project phases from initial concept design to detailed design preparation. VR adoption in the United Kingdom (UK) Architectural Engineering and Construction (AEC) sector is slow compared to other sectors. This research focuses on ascertaining the drivers and barriers of VR in construction projects in the UK.

Design/methodology/approach

The study adopts an online survey design. It uses Bristol Online Survey (BOS) to create a structured questionnaire that is used to assess UK construction professionals using a convenience sampling technique. Therefore, researcher uses descriptive and inferential technique for data analysis and presentation based on Statistical Package for Social Sciences (SPSS) to analyze the questionnaire.

Findings

The research findings revealed the most significant barriers to VR adoption in UK construction industry were lack of skills/expertise and cultural change. Hence, the main drivers of VR adoption as rated by the professionals in the UK construction industry are improved safety, improved quality and improved productivity.

Practical implications

The identification and assessment of the drivers and barriers to VR adoption could advance VR adoption among construction professionals and other stakeholders of the UK AEC sector. This could also be extended to developing countries, given the status of VR as being in the developing stage.

Originality/value

This study provides valuable insights to construction professionals and stakeholders to plan actions that could enhance the drivers and mitigate the barriers of VR. This study's main contribution is to group and classify various drivers and barriers into easily understood categories, in order to potentiate the drivers and reduce the barriers effectively. The groupings could be used as benchmarks in similar studies in developing countries.

Details

Engineering, Construction and Architectural Management, vol. 29 no. 3
Type: Research Article
ISSN: 0969-9988

Keywords

Article
Publication date: 13 November 2018

Ania Izabela Rynarzewska

The purpose of this study is to determine which factors affect virtual reality (VR) adoption by sports fans. Second, this paper seeks to evaluate consumer expectations of…

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Abstract

Purpose

The purpose of this study is to determine which factors affect virtual reality (VR) adoption by sports fans. Second, this paper seeks to evaluate consumer expectations of experience as related to introduction of VR. Based on the technology acceptance model, modified for the purpose of this study, and expectancy value theory, it was hypothesized that the frequency of sports-related information consumption, via different media channels, the expected improvement in the consumption of sports related information after adoption and attitude toward VR positively affect the likelihood of adoption.

Design/methodology/approach

The study relied on a quantitative questionnaire design method embedded in Qualtrics online survey tool. In addition, participants were exposed to a 75-s video about VR.

Findings

This study found that attitude toward VR, frequency of sports-related information consumption and expected improvements to information consumption after technology introduction positively affect adoption. The findings encourage adoption of a new channel, as it is likely to improve sports fan experiences related to information seeking and sports service consumption.

Originality/value

This study attempted to explore a relatively untapped area of research in VR usage particularly focusing on sports consumers. Most importantly, this applied study explored whether fans are willing to adopt VR, a relatively new technology that may have a high impact on the sports industry. Finally, this study relied on the modified technology adoption model and attempted to minimize its shortcomings. With that, this study should be viewed as beneficial to both theory and practice.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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