Big Five and Virtual Reality Marketing Adoption in Morocco: A Deep Learning Approach

With the recent expansion of Head-mounted virtual reality (VR) screens for consumers, many sectors of industry have begun to recognize the high potential of VR. However, there has been a lack of research into the adoption of VR technology in retail from the perspective of user acceptance. Therefore, the adoption behaviors of users were rigorously analyzed, with the addition of perceived enjoyment (PE) to the basic big five model (BFM). The model has been evaluated by employing a hybrid Partial least squares structural equation modeling (PLS-SEM) with artificial neural network (ANN). The results of this paper indicate that openness to experience (OP), extraversion (EXTRA), agreeableness (AGREA), neuroticism (NR) and PE significantly affect intention to use VR, while no significant effect is reported regarding conscientiousness (CONS). The ANN results showed that OP and EXTRA are the most important factors in predicting intention to use VR in shopping. The paper provides various theoretical contributions and highlights many practical ramifications for the most appropriate marketing approaches for VR technology.