Power Users’ Branded Virtual Reality Experience: A Preliminary Study

Abstract

Virtual reality advertising campaigns allow consumers to interact with companies in a novel way. This study examined how individual differences in power usage (confidence using technology in innovative and functional ways) and the trust-schema (trustworthiness perception of a company) interact to affect consumers’ experience of control, attitudinal outcomes, and behavioral intentions (sharing their VR experience). The findings revealed that power users are more likely to recommend VR experiences, have a positive attitude toward VR experiences, and share their experiences, than non-power users. However, these effects were moderated by consumers’ trust-schema levels. Power users were less sensitive to the effect of trust-schema than non-power users. The implications of the findings and future studies on the emerging metaverse were further discussed.