Culture and enthusiasm for immersive technology: evidence from 29 countries

Purpose This study investigates how culture relates to enthusiasm for immersive technologies such as virtual reality, augmented reality, and the metaverse. While prior research has linked cultural values to technology adoption in general, little is known about how culture influences reactions to immersive technologies, which are socially embedded, experiential, and emotionally engaging. Design/methodology/approach We used ordinary least squares regression to examine the relationship between national culture and enthusiasm for immersive technology across 29 countries. We controlled for familiarity with immersive technology, wealth, and network readiness to account for alternative explanations. Findings Individualism and achievement orientation were negatively related to enthusiasm for immersive technology, indicating that enthusiasm is greater in collectivistic and quality-of-life-oriented cultures than in individualistic, success-driven ones. Uncertainty avoidance, indulgence, and long-term orientation did not relate to enthusiasm. Practical implications These findings suggest that immersive technologies are likely to achieve greater adoption in collectivistic, quality-of-life-oriented societies than in individualistic, achievement-driven ones. Recognizing these cultural differences allows firms and policymakers to anticipate where adoption is likely to be strongest. Strategies can then be adjusted accordingly – highlighting connection and shared experience in collectivistic contexts, and emphasizing productivity or professional growth in individualistic markets. Originality/value This study is among the first to examine how cultural values relate to consumer enthusiasm for immersive technologies. It advances research on cultural dimensions and innovation adoption by suggesting that the drivers of adoption may differ across product categories. Values such as individualism and achievement orientation – often associated with the diffusion of productivity-enhancing innovations – may dampen enthusiasm for socially embedded, experiential technologies.