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Understanding consumer behavior in the multimedia context: incorporating gamification in VR-enhanced web system for
Yu-Teng Jang1, Pei-Shan Hsieh1
1Department of Business Administration, Tunghai University, Taichung City, Taiwan.
Multimedia Tools and Applications
|June 30, 2021
Summary
Gamification and virtual reality (VR) enhance tourism e-commerce by increasing perceived value and user satisfaction, ultimately driving adoption intentions. This integrated approach boosts consumer engagement in online travel services.
Area of Science:
- Tourism E-commerce
- Human-Computer Interaction
- Consumer Behavior
Background:
- The integration of gamification and virtual reality (VR) in tourism e-commerce is an emerging area.
- Understanding how these technologies influence consumer behavior is crucial for service providers.
- Existing research often examines these technologies in isolation, necessitating a holistic approach.
Purpose of the Study:
- To investigate the synergistic effects of gamification and VR on consumer behavior within tourism e-commerce.
- To propose and empirically test a research framework for a gamified VR-enhanced tourism web system (VRTWS).
- To identify key factors influencing user perception, satisfaction, and adoption intention.
Main Methods:
- Development of a gamified VR-enhanced tourism web system (VRTWS).
- Empirical testing of a research framework with 12 hypotheses using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach.
- Analysis of 208 valid survey responses.
Main Results:
- Gamification's Enjoyment and Activation positively influenced Media Richness.
- Media Richness positively affected Usefulness and Ease of Use for VR technology with gamification.
- Perceived Value was positively influenced by Usefulness, Ease of Use, Interactivity, and Immersion.
- Immersion was positively linked to Presence, and Perceived Value positively impacted Satisfaction and Intention toward adoption.
Conclusions:
- The integrated gamified VRTWS positively influences user Perceived Value, Satisfaction, and Intention toward adoption.
- Findings provide valuable insights for researchers and practitioners in designing and managing VR-enhanced services in tourism e-commerce.
- The study highlights the importance of combining gamification elements with VR technology to enhance the online tourism experience.
