Embodiment, immersion, and enjoyment in virtual reality marketing experiences
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 e...
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ftinstagro:oai:HAL:hal-04133314v1 2024-01-14T10:00:19+01:00 Embodiment, immersion, and enjoyment in virtual reality marketing experiences Leveau, Pierre‐henry Camus, Sandra 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) 2023-04-24 https://hal.science/hal-04133314 https://hal.science/hal-04133314/document https://hal.science/hal-04133314/file/Psychology%20and%20Marketing%20-%202023%20-%20Leveau%20-%20Embodiment%20immersion%20and%20enjoyment%20in%20virtual%20reality%20marketing%20experiences.pdf https://doi.org/10.1002/mar.21822 en eng HAL CCSD Wiley info:eu-repo/semantics/altIdentifier/doi/10.1002/mar.21822 hal-04133314 https://hal.science/hal-04133314 https://hal.science/hal-04133314/document https://hal.science/hal-04133314/file/Psychology%20and%20Marketing%20-%202023%20-%20Leveau%20-%20Embodiment%20immersion%20and%20enjoyment%20in%20virtual%20reality%20marketing%20experiences.pdf doi:10.1002/mar.21822 info:eu-repo/semantics/OpenAccess ISSN: 0742-6046 EISSN: 1520-6793 Psychology and Marketing https://hal.science/hal-04133314 Psychology and Marketing, 2023, 40 (7), pp.1329-1343. ⟨10.1002/mar.21822⟩ customer experience embodiment enjoyment experiential marketing immersion purchase intention virtual reality [SHS.GESTION]Humanities and Social Sciences/Business administration [SHS.INFO]Humanities and Social Sciences/Library and information sciences info:eu-repo/semantics/article Journal articles 2023 ftinstagro https://doi.org/10.1002/mar.21822 2023-12-16T22:30:33Z 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. Cette étude, en marketing expérientiel, examine les effets de la position du corps et de l'incarnation sur les intentions de consommation médiatisées par l'immersion et le plaisir au cours d'une expérience en réalité virtuelle. Après une étude qualitative (n = 13) visant à comprendre ce qui, dans une expérience de réalité virtuelle, motive les individus à vouloir consommer l'offre promue, nous avons mené une étude quantitative (n = 300), en utilisant un modèle d'équation structurelle en moindres carrés partiels. Notre contexte expérimental plaçait les utilisateurs dans le rôle d'un kayakiste découvrant l'Antarctique via un dispositif de réalité virtuelle monté sur la tête. Les résultats confirment les relations positives impliquées par le modèle conceptuel qui sous-tend la recherche. L'incarnation ... Article in Journal/Newspaper Antarc* Antarctica Portail HAL Institut Agro Psychology & Marketing 40 7 1329 1343 |
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Open Polar |
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Portail HAL Institut Agro |
op_collection_id |
ftinstagro |
language |
English |
topic |
customer experience embodiment enjoyment experiential marketing immersion purchase intention virtual reality [SHS.GESTION]Humanities and Social Sciences/Business administration [SHS.INFO]Humanities and Social Sciences/Library and information sciences |
spellingShingle |
customer experience embodiment enjoyment experiential marketing immersion purchase intention virtual reality [SHS.GESTION]Humanities and Social Sciences/Business administration [SHS.INFO]Humanities and Social Sciences/Library and information sciences Leveau, Pierre‐henry Camus, Sandra Embodiment, immersion, and enjoyment in virtual reality marketing experiences |
topic_facet |
customer experience embodiment enjoyment experiential marketing immersion purchase intention virtual reality [SHS.GESTION]Humanities and Social Sciences/Business administration [SHS.INFO]Humanities and Social Sciences/Library and information sciences |
description |
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. Cette étude, en marketing expérientiel, examine les effets de la position du corps et de l'incarnation sur les intentions de consommation médiatisées par l'immersion et le plaisir au cours d'une expérience en réalité virtuelle. Après une étude qualitative (n = 13) visant à comprendre ce qui, dans une expérience de réalité virtuelle, motive les individus à vouloir consommer l'offre promue, nous avons mené une étude quantitative (n = 300), en utilisant un modèle d'équation structurelle en moindres carrés partiels. Notre contexte expérimental plaçait les utilisateurs dans le rôle d'un kayakiste découvrant l'Antarctique via un dispositif de réalité virtuelle monté sur la tête. Les résultats confirment les relations positives impliquées par le modèle conceptuel qui sous-tend la recherche. L'incarnation ... |
author2 |
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) |
format |
Article in Journal/Newspaper |
author |
Leveau, Pierre‐henry Camus, Sandra |
author_facet |
Leveau, Pierre‐henry Camus, Sandra |
author_sort |
Leveau, Pierre‐henry |
title |
Embodiment, immersion, and enjoyment in virtual reality marketing experiences |
title_short |
Embodiment, immersion, and enjoyment in virtual reality marketing experiences |
title_full |
Embodiment, immersion, and enjoyment in virtual reality marketing experiences |
title_fullStr |
Embodiment, immersion, and enjoyment in virtual reality marketing experiences |
title_full_unstemmed |
Embodiment, immersion, and enjoyment in virtual reality marketing experiences |
title_sort |
embodiment, immersion, and enjoyment in virtual reality marketing experiences |
publisher |
HAL CCSD |
publishDate |
2023 |
url |
https://hal.science/hal-04133314 https://hal.science/hal-04133314/document https://hal.science/hal-04133314/file/Psychology%20and%20Marketing%20-%202023%20-%20Leveau%20-%20Embodiment%20immersion%20and%20enjoyment%20in%20virtual%20reality%20marketing%20experiences.pdf https://doi.org/10.1002/mar.21822 |
genre |
Antarc* Antarctica |
genre_facet |
Antarc* Antarctica |
op_source |
ISSN: 0742-6046 EISSN: 1520-6793 Psychology and Marketing https://hal.science/hal-04133314 Psychology and Marketing, 2023, 40 (7), pp.1329-1343. ⟨10.1002/mar.21822⟩ |
op_relation |
info:eu-repo/semantics/altIdentifier/doi/10.1002/mar.21822 hal-04133314 https://hal.science/hal-04133314 https://hal.science/hal-04133314/document https://hal.science/hal-04133314/file/Psychology%20and%20Marketing%20-%202023%20-%20Leveau%20-%20Embodiment%20immersion%20and%20enjoyment%20in%20virtual%20reality%20marketing%20experiences.pdf doi:10.1002/mar.21822 |
op_rights |
info:eu-repo/semantics/OpenAccess |
op_doi |
https://doi.org/10.1002/mar.21822 |
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Psychology & Marketing |
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40 |
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7 |
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1329 |
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