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題名: | Ways of Seeing Matter: The Impact of a Naturally Mapped Perceptual System on the Persuasive Effects of Immersive Virtual Reality Advertising | 作者: | 林日璇 Wu, Dai-Yun;Lin, Jih-Hsuan Tammy |
貢獻者: | 傳播學院 | 關鍵詞: | Enjoyment; Immersive Virtual Reality; Natural Mapping; Persuasive Effect; Presence | 日期: | Sep-2018 | 上傳時間: | 24-Jan-2019 | 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. | 關聯: | Communication Research Reports, Volume 35, Issue 5, Pages 434-444 | 資料類型: | article | DOI: | https://doi.org/10.1080/08824096.2018.1525349 |
Appears in Collections: | 期刊論文 |
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