The Continuing Acceptance Of Virtualized Service Technology

With the rapid development of internet technology, the realistic service technology has been replaced by virtual technology. More and more virtual service providers continue providing a variety of virtual services based on realistic simulation (such as online shopping), and the market faces more and more fierce competition. Thus it has the important significance to the formation of the core competitiveness of enterprises of providing virtual services to understand what extent virtual service technology can be used by the consumers who have both realistic services experience and virtual service experience. Traditional information technology is more concerned with the understanding how the individual technology characteristics of virtual service technology itself and individual characteristics of the consumers themselves will affect the consumer technology adoption behavior, in the meanwhile, it ignores the service characteristics of virtual service technology itself and its substitution to the realistic services. Therefore, it is hard to well explain why individuals still don’t give up the realistic services and turn to the virtual services that substituting the realistic services in the background of technology characteristics (such as usefulness, ease of use) can provide more efficient and useful services.In order to promote the virtual services technology based on realistic simulation adopted better by users, enhance the competitiveness of enterprises of providing a virtual service, this research focus on the key question "Why the virtual service technology based on realistic simulation will be adopted by the consumers", and tries to open the black box of the action mechanism and analysis thoroughly on the important influence of the virtuality and reality consistence to technology adoption. Specifically, this paper deeply explores the following questions:1) The continued usage intention of virtual services technology based on realistic simulation will be affected by what kinds of influence on difference of the realistic services and virtual services.2) How these differences of realistic services and virtual services will affect the individual cognition on satisfaction, and ultimately affect the individual continued use of the related technology.3) How the technology characteristics (such as entertainment, usefulness and ease of use) change the difference between the realistic and virtual services to individual cognition of experience satisfactory and the intention of continued usage.In order to solve the above problems, this paper studies through the three sub studies.On the basis of the existing theory researching, the first sub study uses the means of inference inductive to understand the problems existing in current research and build up the unique structure of this study, and these unique structure will help to understand why the virtual services technology based on realistic simulation has the difference between traditional tools of technology and entertainment technology. Specifically, according to the combining of Expectation Confirmation Theory, Motivation Theory, the comparison of value expression between traditional services and virtual services, and the comparison of Individual behavior, the service characteristics of virtual services technology based on realistic simulation itself constructs the virtual and realistic consistency theory to explain continued usage process of virtual services technology based on realistic simulation. That is, the consistency of experiencing, the consistency of behavior and the consistency of functional value are the important influence factors to to explain why individual continue using virtual services technology based on realistic simulation.In the basis of unique constructs analyzing in the first sub study, the second sub study combines the ECM-IT theory and Motivation Theory to understand why the consistency of the virtual and realistic experience will affect individual’s experience satisfaction and individual technology adoption behavior. The study collected733samples of individual that both using realistic services and virtual services technology based on realistic simulation, analyzed on confirmatory factor and exploratory factor on the related samples, extracted the construct scale, such as the difference of experience consistence, habits consistence and function value consistence, and verified the continued usage model of virtual services technology based on virtuality and reality consistence theory.The third sub study is mainly based on the virtuality and reality consistence theory constructed by this study and technology characteristic factors, understanding how the technology characteristic of the technology itself changes the influence of the consistency of the virtual and realistic satisfaction of experience, and ultimately affecting the individual use behavior of virtual service technology based on realistic simulation.Through the above research, this paper draws the main conclusions as follows: (1) The continued usage process of virtual services technology based on realistic simulation not only needs to consider technology characteristic related virtual services technology, but also the inspection of its service characteristic is a important influence factor to understand individual’s continued usage of this service technology. Specifically, virtual services technology based on realistic simulation not only need upgrading the technology characteristic, but also, according to upgrade the experience consistence, habits consistence and function value consistence of virtual and realistic services, the individual may obtain higher satisfaction, and enhance the possibility of individual continuous using of related technology.(2) The experience consistence, habits consistence and function value consistence of virtual and realistic services have the positive effect for the degree of using satisfaction of the individual to a virtual service technology based on realistic simulation and its intention of continued usage.(3)Technology characteristic can effectively change the relationship between the service characteristic, personal satisfaction and the adoption of technology. This shows that compared to the realistic services, the virtual services technology based on realistic simulation can make the users feel and experience the different service value. As for different users, the entertainment characteristics of the technology itself may generate alternative realistic experiences and habit formation, which to some extent attributed to the sources of technology entertainment and realistic entertainment are derived from the necessary experience process, but the source and mode produced are different. For example, the entertainment value based on the virtual service may be derived from the technology immersion, while the entertainment value based on the realistic service may be derived from human interaction, communication, etc.. This difference in origin and similarity in producing process make the experience that individual getting from virtual services technology based on realistic simulation can alternate realistic service experience. That is, because the entertainment characteristics generated is different, even if individual experience of the virtual services and habits consistence cannot maintain a high degree of uniformity with the reality, the unique entertainment can provide higher value of cognition than reality for individuals, and have a certain alternative to the realistic service experience and habits.Throughout the paper, focusing on the basic question why virtual services technology based on realistic simulation will continue to be used, this paper mainly has the the innovative research in the following three aspects:(1)This paper creatively put forward the importance of itself service characteristics of virtual services technology based on realistic simulation, and according to the study of itself service characteristics of virtual service technology based on realistic simulation is helpful in understanding when technology get to its bottlenecks, how to change the service more effectively in order to promote the adopting of related virtual services.(2)This research proposed a new theory, that is the virtuality and reality consistence theory to understand how the habit, functional and experience consistence in virtual service will affect the individuals continuing usage of certain virtual service technology.(3)This research provided new understanding about how technological characteristics will change the relationship between habit, functional and experience consistence and individual satisfaction and continuing adoption of certain virtual service technology.Our research provided an important theoretic guidance for the development of virtual technologies, as our research proposed a new concept the virtuality and reality consistence to understand how virtual service technology could be accepted by users, by understanding how virtuality and reality consistence plays a role in determining the acceptance of virtual service technology, we may provided some hints for further development of virtual service technology.