Towards the Acceptance of Virtual Reality Technology for Cyclists
Sophia Elsholz, Paul Neumeyer, and Rüdiger Zarnekow
This study investigates the factors that influence cyclists' willingness to adopt virtual reality (VR) for indoor training. Using a survey of 314 recreational and competitive cyclists, the research applies an extended Technology Acceptance Model (TAM) to determine what makes VR appealing for platforms like Zwift.
Problem
While digital indoor cycling platforms exist, they lack the full immersion that VR can offer. However, it is unclear whether cyclists would actually accept and use VR technology, as its potential in sports remains largely theoretical and the specific factors driving adoption in cycling are unknown.
Outcome
- Perceived enjoyment is the single most important factor determining if a cyclist will adopt VR for training. - Perceived usefulness, or the belief that VR will improve training performance, is also a strong predictor of acceptance. - Surprisingly, the perceived ease of use of the VR technology did not significantly influence a cyclist's intention to use it. - Social factors, such as the opinions of other athletes and trainers, along with a cyclist's general openness to new technology, positively contribute to their acceptance of VR. - Both recreational and competitive cyclists showed similar levels of acceptance, indicating a broad potential market, but both groups are currently skeptical about VR's ability to improve performance.
Host: Welcome to A.I.S. Insights, the podcast where we connect Living Knowledge with real-world business strategy. I'm your host, Anna Ivy Summers. Host: Today, we're gearing up to talk about the intersection of fitness and immersive technology. We're diving into a fascinating study called "Towards the Acceptance of Virtual Reality Technology for Cyclists." Host: It explores what makes cyclists, both amateur and pro, willing to adopt VR for their indoor training routines. Here to break it all down for us is our analyst, Alex Ian Sutherland. Welcome, Alex. Expert: Great to be here, Anna. Host: So, Alex, let's start with the big picture. People are already using platforms like Zwift for indoor cycling. What's the problem this study is trying to solve? Expert: That's the perfect place to start. Those platforms are popular, but they're still fundamentally a 2D screen experience. The big problem is that while VR promises a much more immersive, realistic training session, its potential in sports is still largely theoretical. Expert: Companies are hesitant to invest millions in developing VR cycling apps because they simply don't know if cyclists will actually use them. We need to understand the 'why' behind adoption before the 'what' gets built. Host: So it’s about closing that gap between a cool idea and a viable product. How did the researchers go about figuring out what cyclists want? Expert: They took a very methodical approach. They conducted a detailed survey with 314 cyclists, ranging from recreational riders to competitive athletes. Expert: They used a framework called the Technology Acceptance Model, or TAM, which they extended for this specific purpose. Essentially, it's a way to measure the key psychological factors that make someone decide to use a new piece of tech. Expert: They didn't just look at whether it's useful or easy to use. They also measured the impact of perceived enjoyment, a cyclist's general openness to new tech, and even social pressure from trainers and other athletes. Host: And after surveying all those cyclists, what were the most surprising findings? Expert: There were a few real eye-openers. First and foremost, the single most important factor for adoption wasn't performance gains—it was perceived enjoyment. Host: You mean, it has to be fun? More so than effective? Expert: Exactly. The data shows that if the experience isn't fun, cyclists won't be interested. This suggests they see VR cycling as a 'hedonic' system—one used for enjoyment—rather than a purely utilitarian training tool. Usefulness was the second biggest factor, but fun came first. Host: That is interesting. What else stood out? Expert: The biggest surprise was what *didn't* matter. The perceived ease of use of the VR technology had no significant direct impact on a cyclist's intention to adopt it. Host: So, they don't mind if it's a bit complicated to set up, as long as the experience is worth it? Expert: Precisely. They're willing to overcome a technical hurdle if the payoff in enjoyment and usefulness is there. The study also confirmed that social factors are key—what your teammates and coach think about the tech really does influence your willingness to try it. Host: This is where it gets critical for our listeners. Alex, what does this all mean for business? What are the key takeaways for a company in the fitness tech space? Expert: This study provides a clear roadmap. The first takeaway is: lead with fun. Your marketing, your design, your user experience—it all has to be built around creating an engaging and enjoyable world. Forget sterile lab simulations; think gamified adventures. Host: So sell the experience, not just the specs. Expert: Exactly. The second takeaway addresses the usefulness problem. The study found that cyclists are currently skeptical that VR can actually improve their performance. So, a business needs to explicitly educate the market. Expert: This means developing and promoting features that offer clear performance benefits you can't get elsewhere—like real-time feedback on your pedaling technique or the ability to practice a specific, difficult segment of a real-world race course in VR. Host: That sounds like a powerful marketing angle. You're not just riding; you're gaining a competitive edge. Expert: It is. And the final key takeaway is to leverage the community. Since social norms are so influential, businesses should target teams, clubs, and coaches. A positive review from a respected trainer could be more valuable than a massive ad campaign. Build community features that encourage social interaction and friendly competition. Host: Fantastic insights, Alex. So, to summarize for our business leaders: to succeed in the VR cycling market, the winning formula is to first make it fun, then prove it makes you faster, and finally, empower the community to spread the word. Expert: You've got it. It's about balancing the enjoyment with tangible, marketable benefits. Host: Thank you so much for breaking that down for us, Alex. It's clear that understanding the user is the first and most important lap in this race. Host: And thank you to our audience for tuning in to A.I.S. Insights, powered by Living Knowledge. Join us next time as we uncover more actionable insights from the world of research.
Technology Acceptance, TAM, Cycling, Extended Reality, XR
