Applying MSEM to Analyze People's Cognitive Behavior towards Virtual Reality Sport Experience

Yan-Hui Li1, Cheng-Sheng Lin2, Che-Jen Chuang3, Jui-Liang Hsu4 and Yu-Jui Li5

  1. Doctoral Program for Transnational Sport Management and Innovation, College of Management, National Taiwan Sport University, Taiwan
    1111704@ntsu.edu.tw
  2. Department of Agricultural Technology, National Formosa University, Taiwan
    sheng8876@nfu.edu.tw
  3. Department of Tourism & Leisure Management, Vanung University, Taiwan
    Chuangchejen@gmail.com
  4. Department of Leisure and Sports Management, Cheng Shiu University, Taiwan
    joe50503388@yahoo.com.tw
  5. Department of Recreation and Sports Management, University of Taipei, Taiwan
    li542058@utaipei.edu.tw

Abstract

Since the traditional Structural Equation Modeling is unable to correctly grasp the preferences and behaviors of consumers at multiple levels, this study combined the virtual reality experience model to analyze the motivations and cognitive behaviors of the public towards sports and fitness. The factor analysis was adopted to measure the latent variables of the virtual reality sports experience function, and then Multilevel Structural Equation Modeling was conducted based on the latent variables to find out the optimal model combination and the best path relationship between people’s experience situations and latent variables, to truly grasp the motivations and goals of people’s sports experience. The empirical results showed that the main factors of the latent variables of people’s satisfaction and loyalty of the group level were different from those of the individual level, which indicated that there was a difference between the group and individual sports preferences in virtual reality sports experience, and it indirectly affected the consumption intention of the group and the individual for virtual reality sports experience.

Key words

Multilevel Structural Equation Modeling (MSEM), Virtual Reality (VR), consumption intention

How to cite

Li, Y., Lin, C., Chuang, C., Hsu, J., Li, Y.: Applying MSEM to Analyze People's Cognitive Behavior towards Virtual Reality Sport Experience. Computer Science and Information Systems