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http://dx.doi.org/10.15207/JKCS.2019.10.6.139

The Effect of Presence and Engagement in HMD(Head Mounted Display) Virtual Reality Advertising on Attitude and Memory  

Han, Kwang-Seok (Division of Advertising and Public Relations, Namseoul University)
Cho, Jae-Hyun (Dept of Media & Communication, Daejin University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.6, 2019 , pp. 139-146 More about this Journal
Abstract
In this study, we examined how consumers who experience HMD virtual reality advertising differ in their ad attitudes and memory effects according to Presence (cognitive presence, emotional presence, media presence) and engagement level. Particularly, in the case of memory effect, the information that the user memorizes through the advertising is divided into "Attribute-Related Memory (ARM)" and "Global-Related Memory (GRM)" Respectively. First, the attitudes toward HMD based virtual reality ads are positive regardless of the type of presence. Second, in the virtual reality advertising, if the level of engagement is low, ARM that memorizes the information of the product attribute is increased, whereas if the level of engagement is high, the GRM which is the memory of the attitude-based evaluation information about the product is increased appear. Third, if cognitive presence and media presence are low, then ARM is more memorable than GRM.
Keywords
HMD; Virtual Reality; Presence; Engagement; Attitude toward Advertising; Memory Effect;
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Times Cited By KSCI : 2  (Citation Analysis)
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