The influence of cybersickness and the media devices’ mobility on the persuasive effects of 360° commercials
Please always quote using this URN: urn:nbn:de:bvb:20-opus-269194
- 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 whoWith 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.…
Author: | Priska Breves, Nicola Dodel |
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URN: | urn:nbn:de:bvb:20-opus-269194 |
Document Type: | Journal article |
Faculties: | Fakultät für Humanwissenschaften (Philos., Psycho., Erziehungs- u. Gesell.-Wissensch.) / Institut Mensch - Computer - Medien |
Language: | English |
Parent Title (English): | Multimedia Tools and Applications |
ISSN: | 1573-7721 |
Year of Completion: | 2021 |
Volume: | 80 |
Issue: | 18 |
Pagenumber: | 27299–27322 |
Source: | Multimedia Tools and Applications 2021, 80(18):27299–27322. DOI: 10.1007/s11042-021-11057-x |
DOI: | https://doi.org/10.1007/s11042-021-11057-x |
Dewey Decimal Classification: | 0 Informatik, Informationswissenschaft, allgemeine Werke / 00 Informatik, Wissen, Systeme / 004 Datenverarbeitung; Informatik |
Tag: | advertising effectiveness; cybersickness; immersive advertising; spatial presence; virtual reality |
Release Date: | 2022/06/14 |
Licence (German): | CC BY: Creative-Commons-Lizenz: Namensnennung 4.0 International |