Attitudes towards virtual reality gaming and products

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School of Business | Bachelor's thesis
Degree programme
(Mikkeli) Bachelor’s Program in International Business
39 + 7
The main objective of this study was to explore the attitudes towards virtual reality gaming and the products surrounding it to identify the reasons why consumers choose to purchase and adopt the usage of these devices. The study also analyzes the components of added value that virtual reality gaming brings on top of a more traditional gaming experience. An extensive examination of already published academic research regarding product adoption and value concept was conducted to realize the key notions that would act as the cornerstones of the primary research. A quantitative survey was designed for the relevant sample to see whether the earlier findings on the topics of product adoption and value concept resonated with the results gathered from the survey focusing on virtual reality gaming and the products surrounding it. The research shows that the product adoption in the virtual reality gaming market essentially operates under the already established concepts of product adoption. The emphasis on the influence of early adopters and leading-edge users was apparent in the survey results. The elements of additional value gained from the virtual reality gaming can be categorized to health, social and experimental value that link to utility and satisfaction aspects of existing value concepts. Virtual reality gaming market has enormous potential for businesses of various fields varying from hardware to B2B solutions to eCommerce. As the market matures from the hype cycle stage of technology market development towards the sustainable market stage, the potential customer base of alternative realities should enable mass consumerism.
Thesis advisor
Altobello, Suzanne
virtual reality, product adoption, value added, video games
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