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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/155155

Title:	Extended reality and metaverse technology
Authors:	林日璇 Lin, Jih-Hsuan Tammy
Contributors:	傳播學院
Date:	2024-10
Issue Date:	2025-01-10 09:48:13 (UTC+8)
Abstract:	Extended reality is an umbrella term describing all metaverse-related technology, including virtual reality (VR), augmented reality (AR), and mix-reality (MR). With the popularity of the phrase “metaverse,” extended reality technology has received immense attention. Communication researchers have studied the use of VR and AR in persuasion and its traits on human behavior for over a decade. This chapter reviews existing communication research employing VR and AR technology in message persuasion and marketing. It describes the industrial imagination of using VR and AR for the metaverse, and reviews the theoretical constructs of VR, including place illusion, plausibility illusion, and virtual body ownership. Empirical studies incorporating these constructs are reviewed in areas including communication persuasion, digital games, health, and marketing. The chapter also reviews the use of AR for marketing and health persuasion.
Relation:	Entertainment Media and Communication, De Gruyter Academic Publishing, pp.535-548
Data Type:	book/chapter
ISBN:	9783110792812
DOI 連結:	https://doi.org/10.1515/9783110792881-038
DOI:	10.1515/9783110792881-038
Appears in Collections:	[傳播學院] 專書/專書篇章

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