... on the perceived value theory. The model and the hypotheses formulated are tested using partial least squares analysis with 295 respondents. Findings Both utilitarian value and hedonic value have positive impacts on VR users' continuance intention. Among the four constructs reflecting VR device and service...

...-of-mouth. Utilitarian value did not influence either behavioural intention to use LB-SNS or positive word-of-mouth. User satisfaction has a significant influence on both behavioural intention to use LB-SNS and positive word-of-mouth. Research limitations/implications – This study is at the forefront...