ABSTRACT Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement9s intended effect. This research posits that 360-degree virtual tours offer realistic content, thereby helping consumers to overcome such reservations. Using an operational-transparency framework, three studies show that 360-degree panoramic tours increase telepresence, improve authenticity, lower inferred manipulative intent, and stimulate approach intentions. Accounting for control variables—device, locus of control, mood, and processing style—adds evidence for the robustness of these effects across a number of individual and situational contexts. The findings offer initial insight on how advertisers can employ computer-mediated experiences to attract customers.

中文翻译：

---

广告商可以通过虚拟现实克服消费者的困扰吗？

摘要缺乏真实性和广告商对操纵意图的推断可能会阻碍广告的预期效果。这项研究认为，360度虚拟导览会提供逼真的内容，从而帮助消费者克服这种保留。使用操作透明性框架，三项研究表明360度全景游览可提高远程呈现，提高真实性，降低推断的操纵意图并激发进近意图。对控制变量（设备，控制源，情绪和处理方式）的考虑增加了这些影响在多种个人和情况下的鲁棒性的证据。调查结果为广告商如何利用计算机介导的体验吸引客户提供了初步见识。