Travelers' Intention to adopt Virtual Reality: A Consumer Value Perspective with Moderating Effect of VR Technology Awareness

This Study is undertaken to examine the relationship between the Travelers' intention to adopt virtual reality and effect of virtual reality technology awareness: A consumer value perspective with moderating effect of virtual reality technology Awareness and workplace spirituality. Its aim is to investigate the Travelers' intention to adopt virtual reality. It further scrutinizes the mediating effect of the virtual reality technology awareness and work space spirituality. The target population is the Travel sector, frontline employee and managerial staff. To complement this study, a sample of 125 people was nominated. The data were gathered using a "Simple Random Sampling" and were investigated through the partial least structural equation modeling (PLS-SEM) technique. Data Collection is a very challenging task due to the Covid19 pandemic. This research is an extension of existing literature by adding the mediator virtual reality technology Awareness. The results advise that virtual reality technology completely subsidizes technological performance. Mediating roles of Pro-environmental Performance and Moderating virtual reality technology awareness and workplace spirituality were also found statistically significant. Moreover, findings also revealed that the relationship between the moderating variables would be stronger when employees become individually more concerned about the technology.