Virtual reality and consumer behavior: constraints, negotiation, negotiation-efficacy, and participation in virtual golf

The emergence of virtual sports shows promises in encouraging participation among those who may be constrained from participating in traditional recreational sports (Choi et al., 2019). To maximize virtual sports’ potential in increasing sports participation, this study aimed to investigate the relationships between constraints, negotiation, negotiation-efficacy, and participation. Results from virtual golf participants found that, as predicted, (a) constraints had a negative direct influence on participation, (b) negotiation-efficacy had a negative direct influence on constraints, (c) negotiation-efficacy had a positive direct influence on negotiation, and negotiation had a positively direct influence on participation. The findings of this study indicated that reduced constraints did not result in increasing virtual golf consumers’ participation because negotiation did not play a significant role in their decision to participate. Thus, the current study provides a comprehensive understanding of interrelationships among leisure participation, constraints, and negotiation, particularly extending to the context of virtual golf.