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With or without you? Interaction and immersion in a virtual reality experience

Author

Listed:
  • Hudson, Sarah
  • Matson-Barkat, Sheila
  • Pallamin, Nico
  • Jegou, Guillaume

Abstract

This collaborative research between a team of digital technology developers and academic researchers investigates how social interaction affects visitors' experience during a virtual reality (VR) underwater seascape exploration. Prior research in immersive VR focused more on individual perceptions of immersion, interactive features and enjoyment. Analysis of focus-group discussions revealed three categories of immersion, interaction with the virtual environment (VE) and social interaction salient to satisfaction with the experience. Moderated mediation analysis of survey results from a full-scale trial (N = 234) show that the three variables had a significant role in experience satisfaction and loyalty intentions. Specifically, immersion mediates person-VE interaction effects on satisfaction and loyalty. The results contrast with previous findings from online gaming contexts, showing that social interactions decrease the impact of immersion on satisfaction and loyalty. We call for caution in the positioning and communication of VR experiences and for further research in other settings.

Suggested Citation

  • Hudson, Sarah & Matson-Barkat, Sheila & Pallamin, Nico & Jegou, Guillaume, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Journal of Business Research, Elsevier, vol. 100(C), pages 459-468.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:459-468
    DOI: 10.1016/j.jbusres.2018.10.062
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