The paper develops a definition of VR based on a theoretical construct and a diffusion scenario based on the theories of adoption and diffusion of innovations.
Numerous important researchers, as well as the mass media are describing Virtual Reality as a milestone of technological development. The age of VR has just begun, and will change the way we communicate, consume and also we will work. It is reasonable to assume VR as the next dominant medium of the future. Predictions made on VR technology foresee an adoption within society and mass markets in future times, yet lack the ability to find specific determinants of a positive diffusion scenario.
Every technological revolution, beginning with the invention of the hand axe, the wheel, train tracks, the telephone, television, all the way up to the computer; they all had a influence on society and its economy. The technological advances press a continuous demand for new answers to an outdated political and jurisdictional system. Thereby, society as a whole is forced to undergo reconstruction.
Table of Contents
1 Abstract
2 Introduction
2.1 Problem and Goal
2.2 Thesis Structure
3 Virtual Reality Technology
3.1 History
3.2 Recent Developments
3.3 Definition and Distinction
3.4 Related Technologies
4 Theoretical Framework
4.1 Innovation Diffusion Processes
4.1.1 Innovation
4.1.2 Adoption
4.2 Additional Terms
4.2.1 Diffusion Theory by Rogers
4.2.2 Awareness
4.2.3 The Bass Diffusion Model
4.3 Compatibility and Network Effects
5 Virtual Reality - The Object of Diffusion
5.1 Determinants of successfull Diffusion
5.2 Finding initial Markets
5.2.1 The Gaming Industry
5.2.2 The Adult Industry
5.3 Model Evaluation
5.3.1 Critical Examination
6 Conclusion and further Questions
6.1 What can hamper the Diffusion?
6.2 Closing Comments
Research Objectives and Topics
This diploma thesis examines the determinants of the diffusion of virtual reality technology. Given that virtual reality is still in an early development stage, the work utilizes core concepts from diffusion and adoption theory, combined with characteristics of network industries, to identify key factors influencing the successful adoption and potential mass market penetration of virtual reality.
- Analysis of the historical and technological development of virtual reality.
- Application of theoretical frameworks, including Rogers' Diffusion Theory and the Bass Diffusion Model.
- Examination of the interplay between hardware components and software environments (system architectures).
- Identification of initial market spaces, specifically the computer gaming industry and the adult entertainment market.
Excerpt from the Book
5.2.2 The Adult Industry
"Our customers want to get as close to reality as they can get, without reality getting in the way" - Andreas Hronolopoulos, CEO of Naughty America Inc. PRNewswire (2015)
In order to describe the connection of virtual reality with the adult industry and innovation it is worth to open up the scope a bit. When people think of adult entertainment, a thought of innovation does not come to mind necessarily. But a deep link exists between pornography and the techniques of communication and media e.g. VCR’s, the Internet or camcorders. Before the mainstream ever saw any profit potentials the adult industry already figured out how to make money from these technological innovations. Pornographic products stimulate initial interest in new technologies, despite their high initial costs.
In the last two decades, consumers of pornography have accelerated the diffusion of new communication technologies by becoming the early adopters and innovators that are the basis for innovation diffusion. Their willingness to pay an initial premium increased early sales, thus increases economies of scale and the enlargement of markets into the mainstream. Furthermore, these customers gained experience, which enabled them to use and promote with greater skill and understanding. The justification for these statements can be found in history.
Summary of Chapters
1 Abstract: Provides an overview of the role of technological revolutions and introduces virtual reality as a major milestone, setting the stage for the theoretical analysis of its diffusion.
2 Introduction: Defines the research problem and goals, noting the challenge of analyzing an evolving, multi-faceted technology without empirical market data.
3 Virtual Reality Technology: Traces the historical path of VR from early simulators to modern consumer headsets and establishes a definition for VR focused on immersive, body-controlled interaction.
4 Theoretical Framework: Outlines the fundamental theories of innovation, adoption, and diffusion, including the Bass model and the importance of network effects and system compatibility.
5 Virtual Reality - The Object of Diffusion: Analyzes the essential determinants for VR diffusion, evaluating the gaming and adult industries as primary initial markets for technology adoption.
6 Conclusion and further Questions: Synthesizes the findings, offering a critical assessment of the diffusion models and discussing potential barriers to adoption and future societal impacts.
Keywords
Virtual Reality, Innovation Diffusion, Adoption Theory, Bass Model, Network Effects, System Architecture, Gaming Industry, Adult Entertainment, Consumer Technology, Technological Determinants, Market Saturation, Immersive Experience, Developer Community, Software Development Kit, Mass Market Diffusion
Frequently Asked Questions
What is the primary focus of this research paper?
The paper focuses on identifying the determinants of the diffusion of virtual reality (VR) technology and assessing its potential for mass market adoption.
What are the core thematic fields covered?
The study covers innovation diffusion theory, the history and technical definitions of VR, the economics of network industries, and market entry analysis.
What is the central research question?
The research asks how virtual reality will diffuse, specifically identifying the key determinants, potential early adopters, and the process factors that will shape the eventual deployment of VR technology.
Which scientific methods are employed?
The author uses foundational diffusion models, specifically the theory of diffusion by Everett M. Rogers and the Bass Diffusion Model, to frame the analysis of a technology lacking historical empirical data.
What topics are discussed in the main body?
The main body details the evolution of VR hardware and software, explains the theoretical requirements for system compatibility, and investigates the gaming and adult entertainment industries as key initial markets for VR.
Which keywords best characterize this work?
Key terms include Virtual Reality, Diffusion of Innovations, Adoption Theory, Network Effects, Bass Model, and Initial Markets.
Why are the gaming and adult entertainment industries considered essential?
These industries act as early-adopter markets because they demonstrate high demand for immersive experiences and are willing to pay premiums for new media, which historically leverages the development of supporting hardware.
What is the "critical examination" of the Bass model in this context?
The examination argues that the Bass model is primarily suited for durable goods and often lacks the complexity to represent network properties, such as system compatibility and the dependency between hardware and software, which are critical for VR.
- Quote paper
- Namron Regrebsubla (Author), 2015, Determinants of Diffusion of Virtual Reality, Munich, GRIN Verlag, https://www.grin.com/document/318329
