Virtual reality concerts: Determinants of success using the information system success model

As virtual reality (VR) technology advances, it has become a transformative tool for experiencing events without location, time, or capacity constraints. This development was particularly salient during the COVID-19 pandemic, accelerating the need for virtual event solutions. Despite the growing attention to VR in the event industry, research on the key drivers of successful VR events is lacking. The current study addresses this gap by developing and examining a conceptual model built on the information system success model to identify the determinants of VR concert success. Through empirical analysis, the study reveals that content, system, and service quality are pivotal to shaping attitudes toward VR applications and fostering continuance intention among VR concert attendees. These findings offer valuable insights for industry practitioners and provide a strategic framework to enhance user engagement and retention in VR events. Moreover, this research lays the groundwork for future explorations into VR efficiency in the broader context of virtual events.