Impact of Virtual Reality In Gaming On Consumer Attitude.

Abstract

Purpose The study attempts to examine the impact of virtual reality in gaming on consumer’s attitude. It was observed that the variables taken have significance effect on consumer attitude. For that purpose, variables related to research are Virtual reality presence, Virtual Reality Enjoyment and Consumer attitude. The research was conducted on a sample of 400 people in the Islamabad area through descriptive research and conducted a survey using Likert scale questionnaire. The finding revealed that all the variables have positive impact on consumer attitude and the variables are all significantly related with consumer attitude. It was important to conduct research on this topic because in times where learning techniques are stepping in the research circle of the world, this would be very interesting and informative for future researches. Design/Methodology/approach This study applied person to person survey approach for data collection from students of various universities who love to play three Dimensional (3D) games. Survey instrument used Questionnaire from previous related articles. The valid data collected were analyzed using SPSS software. Which included correlation, regression, charts and tables were used. Findings The results of examining the proposed model reveal that virtual reality in gaming can positively affect consumer attitude towards it, which is affected by Virtual Reality presence and Virtual Reality Enjoyment. Virtual reality presence (using VR technology), shown significant positive results on impacting consumer attitude. Also virtual reality enjoyment impacts positively on consumer attitude. Originality/Value This study enhances the understanding of virtual reality in IGI game on consumer attitude by providing an integrative view of VR presence and its helpfulness, also VR enjoyment after playing IGI 4 using VR 3D Machine.