The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR to be more novel. We find a boundary of this effect such that when VR is used to promote a noncharitable cause, novice VR users no longer increase their real-life support after VR. This research offers new possibilities for future studies on the use of VR in societal marketing.
Abstract
Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR to be more novel. We find a boundary of this effect such that when VR is used to promote a noncharitable cause, novice VR users no longer increase their real-life support after VR. This research offers new possibilities for future studies on the use of VR in societal marketing.
참고문헌 (38)
- Ahn, Sunjoo, "Short- nd Long-Term Effects of Embodied Experiences in Immersive Virtual Environments on Environmental Locus of Control and Behavior", Computers in Human Behavior, 39, pp.235~245 (2014)
- Bendapudi, Neeli, "Enhancing Helping Behavior: An Integrative Framework for Promotion Planning", Journal of Marketing, 60(3), pp.33~49 (1996)
- "CAF World Giving Index 2021" (2021)[URL]
- DeFleur, Melvin L., "Audience Recall of News Stories Presented by Newspaper, Computer, Television and Radio", Journalism & Mass Communication Quarterly, 69, pp.1010~1022 (1992)
- Easterbrook, J. A., "Effects of Emotion on Cues Utilization and Organization of Behavior", Psychological Review, 66(3), pp.183~201 (1959)
- El-Ansary, Adel I., "Towards a Definition of Social and Societal Marketing", Journal of the Academy of Marketing Science, 2, pp.316~321 (1974)
- Freeman, Jonathan, "Effects of Sensory Information and Prior Experience on Direct Subjective Ratings of Presence", Presence:Teleoperators and Virtual Environments, 8, pp.1~13 (1999)
- John, George, "Marketing in Technology-Intensive Markets: Toward a Conceptual Framework", Journal of Marketing, 63, pp.78~91 (1999)
- "Cine Gear: Virtual Reality Stitching Can Cost $10,000 Per Finished Minute" (2016)[URL]
- Gillath, Omri, "What Can Virtual Reality Teach Us About Prosocial Tendencies in Real andVirtual Environments?", Media Psychology, 11(2), pp.259~282 (2008)
- Hayes, Andrew F., "The Relative Trustworthiness of Inferential Tests of the Indirect Effect in Statistical Differences in Analysis: Does Method Really Matter?", Psychological Science, 24(10), pp.1918~1927 (2013)
- Homer, Pamela Miles, "Perceived Quality and Image: When All Is Not ‘Rosy’", Journal of Business Research, 61(7), pp.715~723 (2008)
- Jun, Youjung, "The Effects of Virtual Reality (VR) on Consumers’Reality", Doctor, pp.2021
- Kandaurova, Maria, "The Effects of Virtual Reality (VR) on Charitable Giving: The Role of Empathy, Guilt, Responsibility, and Social Exclusion", Journal of Business Research, 100(C), pp.571~580 (2019), Elsevier
- Kent, Robert J., "Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity", Journal of Marketing, 58(3), pp.97~105 (1994)
- "60% of Koreans Don’t Trust Charity Organizations:Survey" (2019)[URL]
- Kristofferson, Kirk, "Using Virtual Reality to Increase Charitable Donations", Marketing Letters, 33(1), pp.75~87 (2022)
- Lang, Annie, "The Limited Capacity Model of Mediated Message Processing", Journal of Communication, 50(1), pp.46~70 (2000)
- Chia-Lin Lee, "The Impact of Consumer Evaluation on the Cause-Related Marketing", 아시아마케팅저널, 19(1), pp.1~17 (2017), 한국마케팅학회
- Lee, Eunju, "When the Medium Is the Message: How Transportability Moderates the Effects of Politicians’Twitter Communication", Communication Research, 41(8), pp.1088~1110 (2014)
- 이신형, "Overcoming the Cause Marketing Paradox: The Effect of Nostalgia on Charitable Giving and Happiness", 아시아마케팅저널, 19(3), pp.1~17 (2017), 한국마케팅학회
- Lombard, Matthew, "Direct Responses to People on the Screen: Television and Personal Space", Communication Research, 22(3), pp.288~324 (1995)
- Lombard, Matthew, "At the Heart of It All: The Concept of Presence", Journal of Computer-Mediated Communication, 3(2) (1997)
- Morales, Andrea C., "Giving Firms an “E” for Effort: Consumer Responses to High-Effort Firms", Journal of Consumer Research, 31(4), pp.806~812 (2005)
- "Fundraising Statistics: Incredible Insights to Raise More" (2020)[URL]
- Okazaki, Shintaro, "Measuring Soft-Sell Versus Hard-Sell Advertising Appeals", Journal of Advertising, 39(2), pp.5~20 (2010)
- Rogers, Everett M., "New Product Adoption and Diffusion", Journal of Consumer Research, 2(4), pp.290~301 (1976)
- Rosenberg, Robin S., "Virtual Superheroes: Using Superpowers in Virtual Reality to Encourage Prosocial Behavior", PLoS ONE, 8, pp.1~9 (2013)
- Sagnier Camille, "Advances in Intelligent Systems and Computing", pp.305~314 (2019), Springer International Publishing
- "10 Tips for Branding with VR/AR" (2018)[URL]
- Steuer, Jonathan, "Defining Virtual Reality: Dimensions Determining Telepresence", Journal of Communication, 42(4), pp.73~93 (1992)
- "Can Virtual Reality Make You More Empathetic?" (2017)[URL]
- Tellis, Gerard J., "Effective Frequency: One Exposure or Three Factors?", Journal of Advertising Research, 37(4), pp.75~80 (1997)
- Waterworth Eva L., "The Exploratorium: An Environment to Explore Your Feelings", PsychNology Journal, 1(3), pp.189~201 (2003)
- Wedel, Michel, "Virtual and Augmented Reality: Advancing Research in Consumer Marketing", International Journal of Research in Marketing, 37(3), pp.443~465 (2020)
- Worchel, Stephen, "Is the Medium the Message? A Study of the Effects of Media, Communicator, and Message Characteristics on Attitude Change", Journal of Applied Social Psychology, 5(2), pp.157~172 (1978)
- Yim, Mark Yi-Cheon, "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective", Journal of Interactive Marketing, 39(1), pp.89~103 (2017)
- Zeltzer, David, "Autonomy, Interaction, and Presence", Presence:Teleoperators and Virtual Environments, 1(1), pp.127~132 (1992)