The Determinants of Continuance Intention toward Activity-Based Events Using a Virtual Experience Platform (VEP)

The COVID-19 pandemic compelled traditional in-person events to begin transforming into more innovative and safer experiences by utilizing various virtual experience platforms (VEP). This study explores the salient determinants affecting the self-paced hiking or race event attendees’ intention to continue attending the event through the use of VEP based on two robust theories: the expectation–confirmation model (ECM) and the unified theory of acceptance and use of technology (UTAUT2) model. Data were collected from 243 event attendees of a self-paced hiking event in South Korea and analyzed using a PLS-SEM approach. The results of this study demonstrate that performance expectancy had the most significant effect on the event attendees’ continuance intention to use VEP, followed by satisfaction, hedonic motivation, and price value. The implications of these findings for event firms and organizations utilizing VEP are discussed.