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    题名: Watching VR advertising together: How 3D animated agents influence audience responses and enjoyment to VR advertising
    作者: 林日璇
    Lin, Jih-Hsuan Tammy
    Wu, Dai-Yun;Bowman, Nicholas David
    贡献者: 傳播學院
    关键词: Virtual reality;Enjoyment;Ad effectiveness;3D animated agents;Ad skipping behavior
    日期: 2022-08
    上传时间: 2022-07-07 14:47:30 (UTC+8)
    摘要: With the popularity of virtual reality (VR) devices, advertisers are starting to seek the potential advertising tactics and effects in VR. This study investigates the influence of introducing 3D animated agents on video ad effectiveness in a VR context (i.e., brand/product attitude, brand/product recall, purchase intention, and ad-skipping behavior). Findings from a between-subjects experiment in Study 1 confirmed that when 2D video ads are played in a VR environment, the presence of 3D animated agents will make the audiences enjoy the ad-viewing experience more and promote the audiences’ positive attitudes toward the brand and the product and their purchase intention indirectly. In Study 2, employing a large industry dataset of VR users, we found that the presence of 3D animated agents can also decrease the ad-skipping rate while the 2D ads are playing. This study provides empirical support for the use of animated agents as an effective adversiting tactic in a VR context. How these findings link to previous research and their practical implications are discussed as future directions.
    關聯: Computers in Human Behavior, Vol.133
    数据类型: article
    DOI 連結: https://doi.org/10.1016/j.chb.2022.107255
    DOI: 10.1016/j.chb.2022.107255
    显示于类别:[傳播學院] 期刊論文

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