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    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 link: https://doi.org/10.1080/08824096.2018.1525349
    DOI: 10.1080/08824096.2018.1525349
    Appears in Collections:[Department of Advertising] Periodical Articles

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