From Apps to Virtual Reality: The Transferability of Compliance Drivers from Non-Virtual Reality to Virtual Reality Persuasive Systems

Owing to the unique dynamics of user interaction in virtual reality (VR), this study investigated how the determinants of compliance in conventional persuasive systems similarly affect compliance in VR. Compliance was measured subjectively and objectively in a persuasive VR environment. Partial least squares structural equation modeling was used to analyze data from 231 users of the environment. The results showed that credibility support strongly predicted perceived competence, while social support had only a negligible effect. Both primary task support and dialogue support significantly influenced perceived effectiveness, albeit with weak effect sizes. Perceived effectiveness exerted a stronger effect on perceived enjoyment than perceived competence, and perceived enjoyment strongly predicted perceived persuasiveness, which in turn significantly influenced perceived compliance. However, perceived compliance did not align with actual compliance. This highlights an intention–behavior gap. Overall, the findings confirm the transferability of compliance drivers from conventional persuasive systems to VR.