Beyond the Controllers: The Impact of Natural Mapping on the Persuasive Effects of Immersive Virtual Reality Advertising

• In Event: ICA Interactive Paper/Poster Session I
  In Interactive Poster Session: Game Studies Interactive Poster Session

Abstract

This study examined whether and how the natural mapped perception system of highly immersive virtual reality (IVR) devices contributes to the persuasive effects of immersive virtual reality advertising. Using a between-subject experiment (N=115), we compared the results of 360-degree advertising provided by devices with different levels of perception naturalness (Head-mounted display, mobile device, and computer as high, medium, and low natural mapped perception systems, respectively). The results revealed that participants who watched IVR advertising using a more natural mapped perception system reported greater levels of perceived naturalness than did those who used devices with lower levels of naturalness. Furthermore, the natural mapped perception was positively linked to the sense of presence, which, in turn, enhanced advertising enjoyment and further improved the immersive virtual reality advertising effects, thereby yielding a three-step serial mediation model. Implications of the findings and suggestions for future research are discussed.

Authors

• Dai-Yun Wu, National Chengchi University

• Jih-Hsuan Lin, National Cheng-Chi U