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

*此作品的通信作者

研究成果: Article同行評審

15 引文 斯高帕斯(Scopus)

摘要

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.

原文English
頁(從 - 到)434-444
頁數11
期刊Communication Research Reports
35
發行號5
DOIs
出版狀態Published - 20 10月 2018

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