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

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 36...

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Bibliographic Details
Published inCommunication research reports Vol. 35; no. 5; pp. 434 - 444
Main Authors Wu, Dai-Yun, Lin, Jih-Hsuan Tammy
Format Journal Article
LanguageEnglish
Published Routledge 20.10.2018
Subjects
Enjoyment
Immersive Virtual Reality
Natural Mapping
Persuasive Effect
Presence
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Summary: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.
ISSN:0882-4096
1746-4099
DOI:10.1080/08824096.2018.1525349