Hedonic consumption of virtual rides entertainment service: a multi-method perspective: SEM and fsQCA

Purpose – Prior studies have put much emphasis on using the uses and gratification (U&G) theory to find out why people use games, social media, the Internet, e-shopping, etc. Despite past research efforts, the root causes underlying this phenomenon still need to be discovered as to why people use interactive virtual rides (vrides) entertainment services, especially when incorporating the hedonic consumption perspective (i.e. playful-consumption experiences). Considering the knowledge gap in the vrides’ context, this study aims to use the UGT to find out why people use the vrides entertainment service from a hedonic consumption point of view. Design/methodology/approach – With 217 usable responses, the research model was tested using partial least squares-based structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Findings – Findings reveal that only perceived enjoyment, arousal and sensory experience derive continuous intention behavior to consume vride entertainment service. Findings using the fsQCA revealed multiple causal configurations for the proposed outcome. Originality/value – This study contributes to extending the assumption of UGT via incorporating the hedonic consumption perspective to explore the potential motives and intention to consume vrides entertainment services. Our study also discusses the important theoretical/practical implications of our findings. Besides, this study is unique because it shows both symmetrical and asymmetrical connections that help us understand why people keep using vrides entertainment service.