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Title: Ways of Seeing Matter: The Impact of a Naturally Mapped Perceptual System on the Persuasive Effects of Immersive Virtual Reality Advertising
Authors: 林日璇
Wu, Dai-Yun;Lin, Jih-Hsuan Tammy
Contributors: 傳播學院
Keywords: Enjoyment;Immersive Virtual Reality;Natural Mapping;Persuasive Effect;Presence
Date: 2018-09
Issue Date: 2019-01-24 11:01:12 (UTC+8)
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.
Relation: Communication Research Reports, Volume 35, Issue 5, Pages 434-444
Data Type: article
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Appears in Collections:[廣告學系] 期刊論文

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