Abstract

This study examines a unique context for corporate social responsibility (CSR) initiatives in the form of a virtual reality (VR) video featuring a quasi-experimental design that was sponsored by an alcohol company. The study examines whether individual variation in the immersive tendency plays a role in the perception of CSR initiatives in VR videos. This study reveals that consumers (i.e., college students) with a higher level of immersive tendency are more likely to have positive attitudes toward CSR ads, via emotional engagement and telepresence, than those with a lower level of immersive tendency. However, our results show that consumer immersive tendency and emotional engagement with the VR video have no influence on purchase intention. Further, this study reveals that unique characteristics of VR video (e.g., telepresence and emotional engagement) can play a role in evaluating cognitive, attitudinal, and purchase intention in the unique context of VR video by adopting dialogic (emotional) engagement and the hierarchy-of-effect (HOE) model. Theoretical and managerial implications are discussed.

摘要

本研究以酒精公司赞助的准实验设计为特色的虚拟现实（VR）视频的形式，考察了企业社会责任（CSR）计划的独特背景。这项研究调查了沉浸趋势中的个体差异是否在VR视频中对CSR举措的感知中起作用。这项研究表明，沉浸倾向水平较高的消费者（即大学生）比那些沉浸倾向水平较低的消费者（通过情感参与和网真）更倾向于对CSR广告持积极态度。但是，我们的结果表明，消费者对VR视频的沉浸式倾向和情感参与度对购买意愿没有影响。此外，这项研究还揭示了VR视频的独特特征（例如，远程呈现和情感参与可以通过采用对话（情感）参与和效果层次（HOE）模型，在VR视频的独特上下文中评估认知，态度和购买意向。理论和管理意义进行了讨论。