Shengjie Yao

Date of Award


Degree Type


Degree Name

Doctor of Philosophy (PhD)


Mass Communications


T.Makana Chock


Intention;Technology Acceptance Model;Theory of Planned Behavior;Uses and gratification;UTAUT;virtual reality

Subject Categories

Communication | Mass Communication | Social and Behavioral Sciences


This dissertation examines the factors that affect consumers’ adoption of virtual reality (VR) technologies. Based on Uses & Gratification theory, this study tested factors proposed by previous theoretical models: the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT). It also explores the roles of additional factors, such as perceived risk, negative emotions, motion sickness, and discomfort, in shaping consumers’ intentions to purchase and use VR devices. The study employs an online survey to collect data from a convenience sample of adults aged 18 or older. The results show that different models have varying explanatory power for VR adoption behavior and that perceived risk and comfort have significant impacts on consumers’ purchase and usage intentions. This study also proposed a new model aiming at providing a better understanding of how consumers adopt VR technologies. The study contributes to a better understanding of the challenges and opportunities for promoting VR adoption across various domains and applications. Keywords: Virtual Reality, U&G, TPB, TAM, UTAUT, Intention


Open Access