The influence of media type and length of time delay on user attitude: Effects of product-focused virtual reality

摘要

The present study explores the effects of product-focused virtual reality (VR) media type (termed virtualgraph) such as still and motion pictures, on product attitudes in terms of user attitudes, and telepresence. Two experiments were conducted. In experiment 1, all 51 participants were shown product images produced by each type of media type, and the users' attitudes and telepresence were measured. Virtualgraph had the highest recorded telepresence and was associated with the most positive attitudes toward the products compared to still pictures and motion pictures. In experiment 2, which was designed to assess the delayed effects, participants were contacted via cellular phone four weeks following experiment 1. The results demonstrated that participants in the virtualgraph group maintained a more stable attitude toward the products over time compared to those in the still picture and motion picture groups.