Influence of Virtual Experience Immersion, Product Control, and Stimulation on Advertising Effects

Abstract

With advances in communication technologies, virtual reality (VR) has become increasing popular. This study investigated the influence of virtual experiences on advertising effects. A 2 (virtual experience immersion: high vs. low) × 2 (virtual experience product control: high vs. low) × 2 (virtual experience product stimulation: high vs. low) between-subjects design was conducted. The results revealed that compared with the low-immersion virtual experience, the high-immersion virtual experience produced better advertisement attitudes. Furthermore, virtual experiences with high product control generated better advertisement attitudes when compared with virtual experiences with low product control. The two-way interactions between virtual experience product stimulation and immersion and between virtual experience product stimulation and virtual experience product control induced better brand attitude and purchase intention. In addition, telepresence and perceived enjoyment mediated the relationship between virtual experience and advertisement attitudes.