ABSTRACT While virtual reality (VR) has been shown to increase a sense of being there (i.e., telepresence) and enhance audience perceptions of the content, few studies have examined the impact of the varying degrees of ‘system immersion’ on persuasion outcomes under different VR viewing conditions. To fill this gap, our research investigates consumer perceptions of a branded VR experience of a university campus tour under different viewing conditions across two studies. In Study 1, we interviewed 17 participants who experienced the VR tour on Oculus Rift CV1. Emerging themes from the data revealed a sense of telepresence, enjoyment, and appreciation for going places not available to participants in real life. Study 2 employed an experimental design where participants viewed the same content using one of the three VR devices that varied in system immersion (smartphone, Google Cardboard, Oculus Rift DK2). Telepresence and its impact on recall and persuasion were measured. Results show that all three viewing conditions had equal capacity to create a sense of telepresence. Perceived telepresence negatively impacted recall of targeted locations in the virtual tour, whereas telepresence positively correlated with intentions to recommend the campus to others.

中文翻译：

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使用虚拟现实提升大学品牌：远程呈现和系统沉浸何时重要？

摘要虽然已显示虚拟现实（VR）可以增强人们的存在感（例如，远程呈现）并增强观众对内容的感知，但是很少有研究研究了不同程度的“系统沉浸”对不同说服结果的影响。 VR观看条件。为了填补这一空白，我们的研究调查了两项研究中消费者在不同观看条件下对大学校园之旅的品牌VR体验的看法。在研究1中，我们采访了17位参加过Oculus Rift CV1虚拟现实之旅的参与者。数据中出现的新主题显示出远程呈现，享受和欣赏现实生活参与者无法获得的去处的感觉。研究2进行了一项实验性设计，参与者使用了三个沉浸式VR设备之一来观看相同的内容，而这些沉浸式设备的系统沉浸度却有所不同（智能手机，Google Cardboard和Oculus Rift DK2）。测量了网真及其对召回和说服力的影响。结果表明，所有三种观看条件均具有相同的能力来营造网真感。感知的网真对虚拟游览中目标位置的回忆产生负面影响，而网真与向其他人推荐校园的意图成正相关。