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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 2018-09
上傳時間 24-Jan-2019 11:01:12 (UTC+8)
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
dc.contributor 傳播學院
dc.creator (作者) 林日璇
dc.creator (作者) Wu, Dai-Yun;Lin, Jih-Hsuan Tammy
dc.date (日期) 2018-09
dc.date.accessioned 24-Jan-2019 11:01:12 (UTC+8)-
dc.date.available 24-Jan-2019 11:01:12 (UTC+8)-
dc.date.issued (上傳時間) 24-Jan-2019 11:01:12 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/122151-
dc.description.abstract (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.
dc.format.extent 416110 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Communication Research Reports, Volume 35, Issue 5, Pages 434-444
dc.subject (關鍵詞) Enjoyment; Immersive Virtual Reality; Natural Mapping; Persuasive Effect; Presence
dc.title (題名) Ways of Seeing Matter: The Impact of a Naturally Mapped Perceptual System on the Persuasive Effects of Immersive Virtual Reality Advertising
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/08824096.2018.1525349
dc.doi.uri (DOI) https://doi.org/10.1080/08824096.2018.1525349