The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 2; pp. 61 - 70
• Main Author: Jun, Youjung
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2023; Korean Marketing Association
• Subjects: charitable consumption; consumer technology; novelty; virtual reality (vr); Virtual Reality (VR); Consumer technology; Charitable consumption; Novelty

Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subseq...