Unveiling the key determinants and consequences of Virtual Reality in the immersion experience

In recent years, there has been significant advancement in virtual reality (VR) technology development. VR headsets have become lighter, offer higher resolution, and possess more powerful computational capabilities. Previous research has indicated that the level of immersion in operating technological products can positively impact user experiences. This study explores the effects of interaction, vividness, embodiment, and media novelty on immersion, perceived usefulness, satisfaction, and continuance intention. This study collected data from 150 users of virtual reality devices with the help of a survey methodology and analyzed the data with the help of the Partial Least Square - Structural Equation Model (PLS-SEM) technique. The results indicate that interaction and vividness do not directly influence immersion. However, embodiment and media novelty indirectly affect perceived usefulness, satisfaction, and continuance intention by increasing immersion. Our findings underscore the importance of embodiment and media novelty for users in virtual environments. When users can experience a genuine sense of embodiment and novelty in the virtual environment, their perception of usefulness, satisfaction, and intention to continue using VR is enhanced. These results provide valuable guidance for designing and applying virtual reality, aiming to improve user experiences and continuance intention. This study contributes to analyzing the antecedents and consequences of immersion and offers insights that can assist academic research, VR-related development, and businesses' marketing efforts.