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http://dx.doi.org/10.22156/CS4SMB.2022.12.04.278

A Study on the Effect of Presence and Flow in VR Advertising: Focused Memory Information and Attitude toward Advertising  

Han, Kwang-Seok (Division of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Convergence for Information Technology / v.12, no.4, 2022 , pp. 278-285 More about this Journal
Abstract
This study presence in VR advertising into three types presence. Further, through an experiment, the study empirically verifies the kind of recalled information depending on the flow which forms users' attitudes towards the content. The experiment was conducted with a factor design between 3X2 subjects. Hyundai Motor's Ioniq VR video was conducted, and a questionnaire of 143 subjects was used for the study. The results revealed that positive attitudes were formed towards the advertisement used in the experiment when the level of emotional presence was the highest. In addition, higher flow levels established positive attitudes towards the advertisement. and Cognitive presence's effects on memory, ARM such as product-attribute information was found to increase when the flow level is high; however, GRM such as overall product evaluation was found to increase when the flow level is low.
Keywords
Presence; Flow; Virtual Reality; Memory Information; Attitude;
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Times Cited By KSCI : 4  (Citation Analysis)
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