“This Is So Cool”: A Phenomenological Study on Virtual Reality Novelty

Virtual reality (VR) technology often provides immersive experiences through which consumers can better understand how a product works or why they should invest in (Dennis, 2010). Consumers who use VR are able to simulate authentic that feel “real-life” (Diemer et al., 2015). experience has also been associated with the characteristics of immersion, presence, interactivity (Mutterlein, 2018), and vividness (Van Kerrebroeck 2017). Novelty first-time have investigated some extent research on education (Adams 2009; Merchant 2014), but novelty not studied in-depth other disciplines. This study takes phenomenological approach, uses descriptions participants’ real-life phenomenon those lay foundation for future studies (Cresswell & Poth, 2018). The sample 27 participants experienced first time answered open-ended questions concerning experience, addition demographic questions. Participants were given 30 minutes each select from various games YouTube 360 videos their first-ever encounter using headset. In-depth field notes taken during by researchers, post-experience interview prompts based previous immersion flow theory. exploratory, three themes emerged data: disorientation surprise, gradual release reality. Possibilities acceptance model discussed.