Ways of Seeing Matter: The Impact of a Naturally Mapped Perceptual System on the Persuasive Effects of Immersive Virtual Reality Advertising

Dai-Yun Wu*, Jih Hsuan Tammy Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

Abstract

This study examines whether the naturalness of a device’s perceptual system, which defines the way users look around in the virtual environment, influences the persuasive effects of immersive virtual reality (IVR) advertising. In a between-subject experiment (N = 115), participants watched a 360-degree advertisement using one of three devices with different perceptual systems (a head-mounted display [HMD], a tablet, or a desktop computer, representing high, medium, and low naturalness respectively). The results revealed that participants who watched IVR advertising using a more naturally mapped perceptual interface (i.e., an HMD) reported higher levels of perceived naturalness than did those who used devices lower in naturalness (i.e., a tablet or a desktop computer). The use of a perceptual system with a higher level of natural mapping positively affected the sense of presence, which in turn enhanced advertising enjoyment and further improved the effects of IVR advertising, thereby yielding a three-step serial mediation model.

Original languageEnglish
Pages (from-to)434-444
Number of pages11
JournalCommunication Research Reports
Volume35
Issue number5
DOIs
StatePublished - 20 Oct 2018

Keywords

  • Enjoyment
  • Immersive Virtual Reality
  • Natural Mapping
  • Persuasive Effect
  • Presence

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