TY - JOUR
T1 - Ways of Seeing Matter
T2 - The Impact of a Naturally Mapped Perceptual System on the Persuasive Effects of Immersive Virtual Reality Advertising
AU - Wu, Dai-Yun
AU - Lin, Jih Hsuan Tammy
N1 - Publisher Copyright:
© 2018, © 2018 Eastern Communication Association.
PY - 2018/10/20
Y1 - 2018/10/20
N2 - 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.
AB - 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.
KW - Enjoyment
KW - Immersive Virtual Reality
KW - Natural Mapping
KW - Persuasive Effect
KW - Presence
UR - http://www.scopus.com/inward/record.url?scp=85054898932&partnerID=8YFLogxK
U2 - 10.1080/08824096.2018.1525349
DO - 10.1080/08824096.2018.1525349
M3 - Article
AN - SCOPUS:85054898932
SN - 0882-4096
VL - 35
SP - 434
EP - 444
JO - Communication Research Reports
JF - Communication Research Reports
IS - 5
ER -