Virtual reality (VR) provides new opportunities for businesses to gain competitive advantages by enabling them to innovatively engage customers. Based on presence theory, this study aims to test the influences of two major components of presence, social presence and spatial presence, on users’ perceptions of hedonic value, utilitarian value and engagement in the VR environment. An experiment was conducted on two conditions of a VR application (low vs. high social presence) to test the hypotheses proposed in the research model. The results reveal that social presence and spatial presence can improve the hedonic value of VR. However, inconsistent with previous studies, our findings reveal a negative relationship between spatial presence and engagement. Theoretical and practical implications and future research directions are subsequently discussed.

中文翻译：

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了解3D虚拟现实中的用户参与和响应：存在对用户价值的影响

虚拟现实（VR）通过使企业创新地吸引客户，为企业提供了获得竞争优势的新机会。基于存在理论，本研究旨在测试存在的两个主要组成部分（社会存在和空间存在）对用户对享乐价值，功利价值和在VR环境中参与度的感知的影响。在VR应用的两个条件下（低社会存在与高社会存在）进行了实验，以检验研究模型中提出的假设。结果表明，社会存在和空间存在可以改善虚拟现实的享乐价值。但是，与先前的研究不一致，我们的发现揭示了空间存在与参与之间的负相关关系。随后讨论了理论和实践意义以及未来的研究方向。