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Virtual Reality: Curse or Blessing for Cultural Organizations and Its Consequences on Individuals' Intentions to Attend

  • Virtual reality (VR) provides many marketing opportunities for cultural organizations to promote their offerings. Besides many advantages, VR poses the threat that VR experiences could inhibit individuals’ intention to attend their events in reality. Using the performing arts industry as an example, this study examines the influence of two independent variables—satisfaction with a VR experience,Virtual reality (VR) provides many marketing opportunities for cultural organizations to promote their offerings. Besides many advantages, VR poses the threat that VR experiences could inhibit individuals’ intention to attend their events in reality. Using the performing arts industry as an example, this study examines the influence of two independent variables—satisfaction with a VR experience, and an individual’s intrinsic motivation—on the degree of substitutability of a real theater attendance by a VR experience. In addition, the influence of these two independent variables on individuals’ attendance intention is investigated. The results of the study indicate that the potential threat, that VR will inhibit an individual’s intention to attend a theater performance, does not materialize in reality. The study’s findings contribute to the existing literature and practice by demonstrating that VR does not induce substitution effects, but rather has a positive influence on the intention to attend a theater and helps to increase audience numbers in reality.show moreshow less

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Metadaten
Document Type:Conference Proceeding
Conference Type:Konferenzartikel
Zitierlink: https://opus.hs-offenburg.de/8792
Bibliografische Angaben
Title (English):Virtual Reality: Curse or Blessing for Cultural Organizations and Its Consequences on Individuals' Intentions to Attend
Conference:International Conference on HCI in Business, Government and Organizations (11. : June 29 - July 4, 2024 : Washington, DC, USA) ; held as part of the 26th HCI International Conference
Author:Kai IsraelStaff MemberORCiDGND, Christopher ZerresStaff MemberORCiDGND
Edition:1.
Year of Publication:2024
Place of publication:Cham
Publisher:Springer
First Page:63
Last Page:78
Parent Title (English):HCI in Business, Government and Organizations : 11th International Conference, HCIBGO 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Washington, DC, USA, June 29 – July 4, 2024, Proceedings, Part II
Editor:Fiona Fui-Hoon Nah, Keng Leng Siau
Volume:LNCS 14721
ISBN:978-3-031-61317-3 (Softcover)
ISBN:978-3-031-61318-0 (eBook)
ISSN:0302-9743 (Series ISSN)
ISSN:1611-3349 (Series E-ISSN)
DOI:https://doi.org/10.1007/978-3-031-61318-0_6
URL:https://link.springer.com/chapter/10.1007/978-3-031-61318-0_6
Language:English
Inhaltliche Informationen
Institutes:Fakultät Medien (M) (ab 22.04.2021)
Institutes:Bibliografie
DDC classes:300 Sozialwissenschaften
Tag:Cultural Organizations; Satisfaction; Substitutability; Virtual Reality; Visit Intention
Formale Angaben
Relevance:Konferenzbeitrag: h5-Index > 30
Open Access: Closed 
Licence (German):License LogoUrheberrechtlich geschützt