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1.1a An Empirical Study on the Presence Framework: Effects of Interactivity, Vividness, and Media Novelty on Immersive VR Advertisement
Abstract
The main goal of the current paper was to test Steuer’s (1995) presence framework on immersive virtual reality (VR) ad. A 2 (immersive VR system: high immersive/low immersive) X 2 (modality interactivity: with modality interactivity /no modality interactivity) X 2 (sensory breadth: high/low) between-subject experimental design was conducted. Perceived media novelty was used as a moderating variable. The study revealed that the combination of modality interactivity and sensory breadth significantly increased the sense of presence, while their individual main effects on presence were missing. Immersive VR type was found to interact with modality interactivity only on presence such that the high immersive VR was more effective in increasing the dimensions of presence than the low immersive VR. However, in case of creating presence, perceived media novelty moderated the interaction effect of modality interactivity and sensory breadth such that when perceived media novelty is high, any combination of modality interactivity and sensory breadth became more effective. But, the combination of modality interactivity and high sensory breadth did not contribute more effectively than other situations in the case of low perceived novelty. Theoretical and practical implications are discussed.
First & Corresponding Author
Rahnuma Ahmed, North South University
Authors in the order to be printed.
Rahnuma Ahmed, North South University; Doyle Yoon, University of Oklahoma; Glenn Leshner, University of Oklahoma