TY  - JOUR
A1  - Breves, Priska
A1  - Dodel, Nicola
T1  - The influence of cybersickness and the media devices’ mobility on the persuasive effects of 360° commercials
T2  - Multimedia Tools and Applications
N2  - With the rise of immersive media, advertisers have started to use 360° commercials to engage and persuade consumers. Two experiments were conducted to address research gaps and to validate the positive impact of 360° commercials in realistic settings. The first study (N = 62) compared the effects of 360° commercials using either a mobile cardboard head-mounted display (HMD) or a laptop. This experiment was conducted in the participants’ living rooms and incorporated individual feelings of cybersickness as a moderator. The participants who experienced the 360° commercial with the HMD reported higher spatial presence and product evaluation, but their purchase intentions were only increased when their reported cybersickness was low. The second experiment (N = 197) was conducted online and analyzed the impact of 360° commercials that were experienced with mobile (smartphone/tablet) or static (laptop/desktop) devices instead of HMDs. The positive effects of omnidirectional videos were stronger when participants used mobile devices.
KW  - virtual reality
KW  - immersive advertising
KW  - spatial presence
KW  - cybersickness
KW  - advertising effectiveness
Y1  - 2021
UR  - https://opus.bibliothek.uni-wuerzburg.de/frontdoor/index/index/docId/26919
UR  - https://nbn-resolving.org/urn:nbn:de:bvb:20-opus-269194
SN  - 1573-7721
VL  - 80
IS  - 18
ER  -