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<p>Virtual reality (VR), a core metaverse technology, exhibits uneven adoption, with many users discontinuing use after initial engagement. This study investigates the drivers of continued and discontinued VR usage through the stimulus-organism-response (S-O-R) framework. Using survey data from 399 participants, analyzed via PLS-SEM, we compare VR usage behaviors across two user groups distinguished by their primary motivation: utilitarian or hedonic. The results show that both utilitarian and hedonic users are influenced by similar positive and negative factors. However, positive stimulus has a stronger effect on satisfaction for utilitarian users, whereas negative stimulus exerts a stronger negative effect on satisfaction for hedonic users. Moreover, when forming continued VR usage intentions, utilitarian users respond more strongly to cognitive appraisals of positive stimuli, while hedonic users emphasize experiential authenticity. Overall, the model demonstrates how positive and negative stimuli shape post-adoption VR behaviors across different motivations, offering insights into the factors influencing continued VR use.</p>

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The Metaverse Conundrum? Exploring Hedonic and Utilitarian Drivers of VR Continuance and Discontinuance

  • 期刊论文

  • 发表日期：

    2026年5月30日

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  • Kichan Nam,
  • Jeff Baker,
  • Christopher S. Dutt,
  • Jahyun Goo

摘要

Virtual reality (VR), a core metaverse technology, exhibits uneven adoption, with many users discontinuing use after initial engagement. This study investigates the drivers of continued and discontinued VR usage through the stimulus-organism-response (S-O-R) framework. Using survey data from 399 participants, analyzed via PLS-SEM, we compare VR usage behaviors across two user groups distinguished by their primary motivation: utilitarian or hedonic. The results show that both utilitarian and hedonic users are influenced by similar positive and negative factors. However, positive stimulus has a stronger effect on satisfaction for utilitarian users, whereas negative stimulus exerts a stronger negative effect on satisfaction for hedonic users. Moreover, when forming continued VR usage intentions, utilitarian users respond more strongly to cognitive appraisals of positive stimuli, while hedonic users emphasize experiential authenticity. Overall, the model demonstrates how positive and negative stimuli shape post-adoption VR behaviors across different motivations, offering insights into the factors influencing continued VR use.