The purpose of this paper is to statistically analyze impact factors affecting strategies of the virtual reality systems and to address intervening effects of performance expectancy. The result demonstrates that the main predictors of intention to use virtual reality service systems, in the order of importance, are hedonic motivation, personal innovativeness, social influence and performance expectancy. All intervening effects were significant: interactions between effort expectancy and performance expectancy, between social influence and performance expectancy, between personal innovativeness and performance expectancy, and between hedonic motivation and performance expectancy. It implies that the higher the customer?s performance expectancy, the stronger the impacts of effort expectancy, social influence, personal innovativeness, and hedonic motivation on intention to use the service systems. Based on the statistical results, the paper suggests that consumers should experience the services with enjoyment and get benefits by utilizing them, and so system strategies for virtual reality services should appeal to consumers by positioning the using experience as an adventure or a way to reduce their stress and change a negative mood. Another system design strategy suggested for the virtual reality services is to be reputation-building in order to gain a favorable opinion from referents, and to target the early adopters.
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