(First paper: ABSTRACT) With advances in communication technologies, virtual reality (VR) has become mainstream. However, research on VR in advertising remains limited. Therefore, this study investigated the application of VR in advertising and examined the influence of virtual experiences and VR on advertising effects. A between-subjects design was adopted. The results revealed that virtual experiences with high immersion improved attitudes about advertising when compared with virtual experiences with low immersion. Furthermore, virtual experiences with high product control improved attitudes about advertising when compared with virtual experiences with low product control. Notably, virtual experience product stimulation did not directly influence advertising effects. However, the two-way interactions between virtual experience product stimulation and immersive VR experience and between virtual experience product stimulation and virtual experience product control improved brand attitude and purchase intention. In addition, telepresence and perceived enjoyment mediated the relationship between virtual experience and attitudes about advertising. (Second paper: ABSTRACT) In recent years, applications of virtual product experiences have gradually emerged, introducing the concepts of virtual fitting rooms and virtual mirrors. In the past, studies on virtual try-on were rare, with most of them relevant to online websites, especially apparel websites, and studies on AR virtual try-on apps were even rarer. In recent years, AR apps are becoming increasingly popular, with emerging of some virtual try-on apps. Therefore, it is worthwhile to examine the effects of AR on the consumer–brand relationship, and in turn, on purchase intentions. Therefore, this research aims to extend the use of virtual mirrors to the mobile AR technology. This study conducted a 2 (viewing perspectives of virtual mirrors: self-viewing vs. other-viewing) × 2 (types of endorsements: self-endorsing vs. other-endorsing) × 2 (choices of virtual-mirror-based visual beautification: with filter vs. without filter) between-subjects experimental design. The results indicated that when viewing self-endorsed advertisements generated using virtual mirrors for self-viewing, compared with virtual mirrors that are not beauty-filtered, beauty-filtered virtual mirrors generate more favorable virtual hair-dying and product attitudes in consumers. According to these research findings, for the application of virtual mirrors, the viewing perspectives of the virtual mirrors, types of endorsement, and virtual-mirror-based visual beautification are suggested to be collectively considered to effectively enhance consumers' virtual hair-dying and product attitudes.
|Effective start/end date||2019/08/01 → 2021/07/31|
- Virtual mirror
- Virtual try on
- Self reference
- Virtual reality
- Perceived enjoyment
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