VR Devices in Ayurvedic Care: Understanding Influential Factors for User Behavior and Continuance Intention

Virtual reality (VR) devices are being increasingly integrated into training, clinical practice, and healthcare treatment. While existing research predominantly focuses on modern medicine, this study investigated the factors influencing the intention to utilize VR devices within the context of Ayurvedic yoga and meditation practices. Employing an extended technology acceptance model (TAM) and incorporating elements from social cognitive theory, this study explores the impact of perceived intelligence, technological self-efficacy, and conventional TAM factors on Ayurvedic physicians' usage behavior, continuance intention, and recommendation intention regarding VR devices. Data were collected from 275 Ayurvedic doctors and analyzed using PLS-SEM. The findings revealed a robust association between these constructs and medical practitioners' adoption of VR in Ayurvedic yoga and meditation practices. Additionally, the study demonstrated a positive influence on the continuance and recommendation intentions of VR devices. The research also identifies demographic differences, such as age and gender disparities, which underscore distinct VR utilization patterns among these cohorts.