Understanding players' continuance intention in virtual reality gaming: The roles of flow and user gratifications

The rise of virtual reality (VR) gaming has transformed how players interact with digital environments and created the need to understand drivers of long-term playing intention for its sustained growth. This study investigates the motivations of VR players and the psychological factors that influence their continuance intention by integrating uses and gratifications theory with flow theory. A total of 164 valid responses were collected via a questionnaire. The data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) and the results show that trendiness, achievement, outdoor activity, and skills positively influenced continuance intention, while challenges, telepresence, and skills significantly enhanced flow. Flow also had a positive but marginal effect on continuance intention. Overall, the model showed stronger predictive accuracy for continuance intention than for flow. The findings suggest that the role of flow is less important compared to factors such as trendiness, achievement, outdoor activity, and skills which appear to be more influential in shaping users' continuance intention in VR gaming environments. The study also outlines key theoretical and practical implications.