Extending the senior technology acceptance model : the role of emotional connection in avatar-guided virtual tourism

Abstract

Purpose: This study aims to investigate older adults’ adoption of avatar-guided virtual tourism by extending the senior technology acceptance model (STAM) with emotional and social constructs. While traditional models emphasize functional perceptions, such as usefulness and ease of use, this study focuses on emotional connection as a key determinant of both attitude and actual usage behavior. By integrating emotional and social dimensions into STAM, the research clarifies how emotional engagement drives technology adoption among older adults in virtual tourism contexts. Design/methodology/approach: A survey was conducted with 480 older adults (aged 65–81) who interacted with an avatar-led virtual tourism prototype. Structural equation modeling examined direct, mediating and moderating effects of key constructs, including emotional connection, gerontechnology self-efficacy and social isolation. Findings: Emotional connection significantly predicted both attitude and actual usage, with stronger effects for socially isolated participants. Ease of use and gerontechnology self-efficacy also enhanced perceived usefulness and attitudes. Perceived usefulness had a more moderate impact, suggesting emotional and experiential factors may outweigh functional ones. Sense of companionship and hedonic motivation further strengthened the emotional connection. Practical implications: Tourism technology designers should integrate emotionally engaging avatars and intuitive interfaces. Marketers should emphasize emotional fulfillment in outreach. Health-care and policy sectors can use avatar-based tourism to combat loneliness and promote well-being in older adults. Originality/value: To the best of the authors’ knowledge, this study is among the first to integrate emotional and social constructs into STAM for virtual tourism, offering theoretical advancement and practical design insights for aging-friendly immersive technology. 研究⽬的: 本研究通过引⼊情感与社会变量扩展⽼年技术接受模型（STAM）, 探讨⽼年⼈对虚拟⼈引导 下的虚拟旅游技术的采纳⾏为。以往研究主要聚焦于感知有⽤性与易⽤性, ⽽本研究强调情感联结、陪伴 感与社会孤⽴在塑造⽼年⼈态度与⾏为中的作⽤。考虑到⽼龄社会中数字包容的重要性, 本研究弥补了现 有研究在情感连接如何促进⽼年⽤⼾参与虚拟旅游⽅⾯的关键空⽩。 研究设计与⽅法: 本研究对480位（年龄为65⾄81岁）的⽼年⼈进⾏了问卷调查, 了解他们对于虚拟⼈引 导的旅游的体验。运⽤结构⽅程模型分析了情感联结、⽼年科技⾃我效能与社会孤⽴等关键变量的直 接、中介与调节效应。 研究发现: 情感连接显著预测了⽼年⼈对虚拟旅游的态度与实际使⽤⾏为, 且在社会孤⽴者中效果更强。 易⽤性与科技⾃我效能也显著增强了感知有⽤性与态度。感知有⽤性的作⽤相对较弱, 显⽰情感与体验性 因素可能⽐功能性因素更具影响⼒。陪伴感与享乐动机进⼀步强化了情感联结。 实际启⽰: 虚拟旅游技术设计者应融⼊具有情感吸引⼒的虚拟导游与直观界⾯。市场推⼴应突出情感满 ⾜。医疗与政策领域可借助虚拟导游技术缓解⽼年⼈孤独、提升其幸福感。 原创性/价值: 本研究⾸次将情感与社会变量整合进STAM并应⽤于虚拟旅游情境, 为打造适⽼沉浸式技术 提供理论推进与实践指导。