Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact
Virtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education,...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-02-01
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| Series: | Administrative Sciences |
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| Online Access: | https://www.mdpi.com/2076-3387/15/2/41 |
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| author | Camelia Surugiu Cătălin Grădinaru Marius-Răzvan Surugiu |
| author_facet | Camelia Surugiu Cătălin Grădinaru Marius-Răzvan Surugiu |
| author_sort | Camelia Surugiu |
| collection | DOAJ |
| description | Virtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education, entertainment, and marketing. This study considers the Technology Acceptance Model (TAM) theoretical framework and explores the factors influencing Gen Z’s perceptions of VR potential. The approach is based on hypotheses and a survey-based investigation, followed by logistic regression modeling. The results show that VR attracts Gen Z members to educational and entertainment activities. Also, they believe that VR is important for marketing activities. The results show the importance of investments in VR, in all three domains, and the importance of adapting strategies to leverage VR’s potential effectively. |
| format | Article |
| id | doaj-art-7d0c1530cf914120b3e75546026b33d9 |
| institution | DOAJ |
| issn | 2076-3387 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj-art-7d0c1530cf914120b3e75546026b33d92025-08-20T02:44:40ZengMDPI AGAdministrative Sciences2076-33872025-02-011524110.3390/admsci15020041Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing ImpactCamelia Surugiu0Cătălin Grădinaru1Marius-Răzvan Surugiu2Faculty of Administration and Business, University of Bucharest, 030018 Bucharest, RomaniaFaculty of Administration and Business, University of Bucharest, 030018 Bucharest, RomaniaInstitute of National Economy, 050711 Bucharest, RomaniaVirtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education, entertainment, and marketing. This study considers the Technology Acceptance Model (TAM) theoretical framework and explores the factors influencing Gen Z’s perceptions of VR potential. The approach is based on hypotheses and a survey-based investigation, followed by logistic regression modeling. The results show that VR attracts Gen Z members to educational and entertainment activities. Also, they believe that VR is important for marketing activities. The results show the importance of investments in VR, in all three domains, and the importance of adapting strategies to leverage VR’s potential effectively.https://www.mdpi.com/2076-3387/15/2/41Generation Zconsumer behavioreducationentertainment |
| spellingShingle | Camelia Surugiu Cătălin Grădinaru Marius-Răzvan Surugiu Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact Administrative Sciences Generation Z consumer behavior education entertainment |
| title | Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact |
| title_full | Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact |
| title_fullStr | Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact |
| title_full_unstemmed | Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact |
| title_short | Drivers of VR Adoption by Generation Z: Education, Entertainment, and Perceived Marketing Impact |
| title_sort | drivers of vr adoption by generation z education entertainment and perceived marketing impact |
| topic | Generation Z consumer behavior education entertainment |
| url | https://www.mdpi.com/2076-3387/15/2/41 |
| work_keys_str_mv | AT cameliasurugiu driversofvradoptionbygenerationzeducationentertainmentandperceivedmarketingimpact AT catalingradinaru driversofvradoptionbygenerationzeducationentertainmentandperceivedmarketingimpact AT mariusrazvansurugiu driversofvradoptionbygenerationzeducationentertainmentandperceivedmarketingimpact |