Ways of Seeing Matter: The Impact of a Naturally Mapped Perceptual System on the Persuasive Effects of Immersive Virtual Reality Advertising |
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| Authors: | Dai-Yun Wu Jih-Hsuan Tammy Lin |
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| Institution: | 1. Dai-Yun Wu (MA, National Chengchi University, Taiwan, 2012) is a doctoral candidate in the College of Communication at the National Chengchi University, Taiwan.;2. Jih-Hsuan Tammy Lin (PhD, Michigan State University, 2011) is an associate professor in the department of Advertising, College of Communication, Taiwan Institute for Governance and Communication Research, National Chengchi University, Taiwan.yunerr@gmail.com;4. Jih-Hsuan Tammy Lin (PhD, Michigan State University, 2011) is an associate professor in the department of Advertising, College of Communication, Taiwan Institute for Governance and Communication Research, National Chengchi University, Taiwan. |
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| 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. |
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| Keywords: | Enjoyment Immersive Virtual Reality Natural Mapping Persuasive Effect Presence |
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