Abstract

Virtual reality (VR) can enhance game players’ experience by creating a hyperrealistic environment through telepresence. While marketers have found opportunities for advertising in this new medium, little is known about how consumers process displayed ads in VR. This study examines the impact of telepresence and active control on the effectiveness of embedded in-game ads in a custom-built car racing game. A total of 88 undergraduate students participated in a 2 (telepresence: VR versus flat screen) × 2 (active control: playing versus viewing) between-subject experiment. Brand recall, brand recognition, product purchase intention, and advertised product price estimates were measured. The results showed that billboard ads were the least likely to be remembered by players and the most likely to be remembered by viewers. We did not find a difference in brand recall and recognition between the VR and flat-screen conditions. However, regardless of game control, VR led to higher price estimates. We also found an interaction effect of telepresence and control on purchase intention.

摘要

虚拟现实（VR）可以通过网真创建超现实的环境，从而增强游戏玩家的体验。尽管营销人员已经找到了在这种新媒体中进行广告投放的机会，但对于消费者如何在VR中处理显示广告的方式知之甚少。这项研究研究了远程呈现和主动控制对定制赛车游戏中嵌入式游戏内广告的有效性的影响。共有88名本科生参加了2次（远程：VR与纯平屏幕）×2（主动控制：播放与观看）对象间实验。测量了品牌召回，品牌知名度，产品购买意愿和广告产品价格估算。结果表明，广告牌广告最不可能被玩家记住，而最容易被观众记住。我们没有发现VR和平板电脑在品牌召回和认知方面有任何区别。但是，无论游戏控制如何，VR都会导致更高的价格估算。我们还发现了远程呈现和控制对购买意愿的交互作用。