“…Although there are consumer and societal benefits associated with VR, consumer adoption has remained relatively low due to a variety of barriers, such as a lack of technological performance (in comparison to consumer expectations), high price, low perceived enjoyment, and limited perceived benefit (Huang, 2023; Laurell et al, 2019; Lee et al, 2019). To contextualize the barriers and drivers of VR adoption, several key theories have been applied in the existing literature (Breiki et al, 2022; Huang, 2023; Majid & Shamsudin, 2019; Manis & Choi, 2019). Some of the key theories that have been utilized to examine the adoption of VR include the Technology Acceptance Model (TAM) (Davis et al, 1989), the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al, 2003), the theory of Planned behavior (TPB) (Ajzen, 1991), and the Diffusion of Innovations (DOI) Theory (Rogers, 1962).…”