Beyond virtual reality: identifying functional and perceptual drivers of immersive negotiation training adoption in B2B sales

Despite growing investments in artificial intelligence and virtual reality, immersive negotiation training (INT) remains underutilized in sales practice. Drawing on in-depth interviews with sales professionals with and without prior INT experience, we identify the functional and perceptual drivers shaping both initial adoption and sustained engagement. The findings reveal that while traditional technology acceptance models primarily emphasize cognitive evaluations, engagement with INT is critically shaped by socio-emotional mechanisms. We propose a framework that conceptualizes adoption as a multi-stage process linking system design, socio-emotional mechanisms, and user experience, offering actionable implications for designing scalable immersive learning solutions in B2B sales contexts.