Embodiment, immersion and enjoyment in virtual reality marketing experiences

• Published in: Psychology & Marketing
• Main Authors: Leveau, Pierre-Henri, Camus, Sandra
• Other Authors: Groupe de Recherche Angevin en Economie et Management (GRANEM), Université d'Angers (UA)-Institut Agro Rennes Angers, Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro), ANR-21-CE26-0020,ETIC,Les influences négatives des images publicitaires et promotionnelles digitales sur les consommateurs(2021)
• Format: Article in Journal/Newspaper
• Language: English
• Published: HAL CCSD 2023
• Subjects: Consumer experience; embodiment; Enjoyment; virtual reality; [SHS]Humanities and Social Sciences; Antarc*; Antarctica
• Online Access: https://univ-angers.hal.science/hal-04413841; https://univ-angers.hal.science/hal-04413841/document; https://univ-angers.hal.science/hal-04413841/file/Embodiment_immersion_and_enjoyment_in_virtual_real.pdf; https://doi.org/10.1002/mar.21822

International audience This experiential marketing study examines the effects of body position and embodiment in shaping consumer intentions mediated by immersion and enjoyment during a virtual reality experience. After a qualitative study (n = 13) aimed at understanding what, in a virtual reality experience, motivates individuals to want to consume the promoted offer, we conducted a quantitative study (n = 300), using a partial least squares structural equation model. Our experimental context placed the users in the role of a kayaker discovering Antarctica via a virtual reality head-mounted device. The results confirm the positive relationships implied by the conceptual model underpinning the research. The embodiment felt by the users has positive effects on immersion and enjoyment, which in turn positively shape the user-consumer's intention to discover the destination for real. This study brings theoretical contributions that provide a clearer definition of embodiment in an experiential context. This study also provides professionals with guidance on the choice of virtual reality system contexts and experiential factors to stimulate positive behavioral intentions, in this case to discover a place for real.