Virtual Reality’s Dual Appeal: Assessing the Impact of Hedonic and Utilitarian Benefits on User Loyalty

This study aims to develop a conceptual model to identify these antecedents within the VR domain. It collected data from VR users and applied structural equation modeling for analysis. Physical affordance did not significantly impact either utilitarian or hedonic benefits. Cognitive affordance positively influenced utilitarian benefits, but not hedonic benefits. Functional affordance was found to significantly enhance both utilitarian and hedonic benefits, while sensory affordance positively impacted only hedonic benefits. Both utilitarian and hedonic benefits significantly shaped users’ attitudes and satisfaction, which in turn directly influenced loyalty. Satisfaction emerged as a key mediator between attitude and loyalty.