ABSTRACT This study compares a 360-degree narrative video ad with a standard narrative video ad in terms of transportation, ad usefulness, emotional responses, ad attitudes, and brand attitudes. Hypotheses are proposed based on the narrative transportation and the limited capacity model of motivated mediated message processing (LC4MP) theoretical frameworks and tested using an experimental method. Results demonstrate that the difference in ad effectiveness between a 360-degree narrative video and a standard narrative video becomes significant under the condition that the role of perceived ease of navigation is considered. In particular, a 360-degree narrative video ad outperforms a standard narrative video ad when viewers navigate smoothly, use visual and/or auditory cues to enhance the viewing experience, clearly know where the desired point of view originates, and have control of the viewing direction.

中文翻译：

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促进剂或抑制剂？使用360度视频进行沉浸式品牌故事讲述

摘要这项研究将360度叙事视频广告与标准叙事视频广告在运输，广告实用性，情感反应，广告态度和品牌态度方面进行了比较。基于叙事传输和动机化的消息处理（LC4MP）理论框架的有限容量模型，提出了假设，并使用实验方法对其进行了测试。结果表明，在考虑到易于导航的作用的情况下，360度叙事视频和标准叙事视频在广告效果上的差异变得很明显。尤其是，当观看者流畅地导航，使用视觉和/或听觉提示来增强观看体验时，360度叙事视频广告的效果要优于标准叙事视频广告，