超越媒介需求:技术特性、流行程度和媒介需求对国内消费者VR技术采用的影响

Beyond Needs: Perceived Characteristics, Perceived Popularity and Perceived Needs: A Survey Study on Chinese Consumers’ Perceptions and Adoption of Virtual Reality

作为近年来最受关注的新兴技术之一,“VR”(虚拟现实)的概念广泛传播,产品也开始进入人们的生活。在中国,VR虽已广为所知,但多数的消费者仍然停留在试体验阶段。为了解国内消费者对VR的认知和接受程度,本文基于受众在创新扩散过程中的感知特征理论模型,结合使用与满足理论,采用问卷调查法,试图从感知技术特性、感知流行程度和感知媒介需求三个方面探究国内消费者对VR技术的采用情况及其影响因素,并根据体验经历和使用意愿将VR消费者划分为四种类型:持续采用者、中断采用者、潜在采用者和不采用者。研究发现,调查中目前没有任何VR体验经历的人仅占两成,总体使用意愿较为积极,持续采用者已占四成;技术特性对消费者采用的影响最大,依次高于流行程度和媒介需求;消费者的感知技术契合度、感知流行程度和增强自我认同层面的需求越高,越可能成为持续采用者。

Virtual Reality technology has entered into people's daily life and become a significant part of the extension of reality.Although the concept of VR is widely known in China,most of people have only tried VR products in public places instead of purchasing personal VR devices.Under the theoretical framework of the audience's perceived characteristics,perceived popularity and perceived need in the process of diffusion of innovations and use and gratification,the current study focuses on Chinese VR consumers'adoption and its influencing factors by a questionnaire survey.Adopters are divided into four categories according to VR experience and willingness.It turns out that the vast majority of people currently have experienced VR products and the overall willingness to use is positive.Continuous adopters form approximately 40% of the total.The higher compatibility,popularity and self-identity needs the consumer perceives,the more likely he or she becomes a continuous adopter,in which technical characteristics have the greatest impact on consumers'adoption.