As we walk through a global pandemic and decreased in-person events, there has been a rise in not only traditional video gaming, but virtual reality. Along with that adoption of virtual reality gaming has come virtual reality spectatorship (VRS). Virtual reality spectatorship offers a completely immersive experience to sporting events that allow viewers to be surrounded by the sport from the comfort of their own homes.
This study aimed to identify the multi-level components that impact how likely spectators were to adopt virtual reality as their mode of viewership. These multi-level components were technology, audience, use, social, and system factors. The study also aimed to understand the attitudes and beliefs towards adopting VRS.
The study was conducted via a survey, to which there were 488 completed responses. The questions consisted of self-reported feelings about each of the multi-level components, as well as questions intended to gauge the attitude of each participant toward VRS.
The study concluded that audience, use, and system factors positively influenced adoption belief, whereas technology and social influence did not receive any support. In terms of adoption attitude, only some of the components were significant. The factors of innovativeness, use, and system directly predicted adoption belief. Additionally, VR tool ownership and social influence also directly predicted VR adoption. Essentially, the user’s previous experience with VR directly impacted their likelihood of adoption.
For the full article: https://www-tandfonline-com.umiss.idm.oclc.org/doi/full/10.1080/08838151.2020.1798159
Seok Kang (2020) Going Beyond Just Watching: The Fan Adoption Process of Virtual Reality Spectatorship, Journal of Broadcasting & Electronic Media, 64:3, 499-518, DOI: 10.1080/08838151.2020.1798159