Attitudes Toward Virtual Reality Products of Gamers and Non-Gamers

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School of Business | Bachelor's thesis
Degree programme
(Mikkeli) Bachelor’s Program in International Business
45 + 4
Objectives The main objectives of this study were: 1) To identify the key arguments for gamers and non-gamers. 2) To identify and describe the trending attitudes toward VR products of gamers and non-gamers. 3) To explore the significance of Objectives 1. & 2., as pertaining to future development of the technology and marketing. Summary Virtual reality (VR) is a highly current technology and issue. 2018 has been projected to be the year in which VR will finally begin to turn its ailing trend around, and as such, it is important to understand what its distinctive, competitive aspects are. This study launched a survey in order to better understand the attitudes of gamers and non-gamers toward VR products, and in order to derive key, compelling arguments that would convince this target group to adopt this upcoming technology. Conclusions 1) While virtual reality products are not seen as common today, it seems that the general perception is that the next decade will bring them more into the spotlight. 2) Virtual reality seems to currently be a curious technology but does not seem to be delivering what people would wish just yet, and/or its strengths are not being communicated well enough. 3) While all three aspects of virtual reality products – presence, immersion, and affect – have been shown to be at least somewhat important for gamers and non-gamers, gamers seem to tend to focus more on immersion quality, while non-gamers on affect quality and quantity.
Thesis advisor
Altobello, Suzanne
virtual reality, attitudes, gamers, non-gamers, technology
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