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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/122151

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/122151

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
DOI 連結:	https://doi.org/10.1080/08824096.2018.1525349
DOI:	10.1080/08824096.2018.1525349
Appears in Collections:	[廣告學系] 期刊論文

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