Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior
International audience The research aims to measure effects of body position and challenges offered during a virtual reality experience on embodiment, as well as the role of the latter on consumer enjoyment and behavioral intentions. The results of the experimental approach, where the user embodies...
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ftunivnantes:oai:HAL:hal-03778687v1 2023-05-15T13:52:37+02:00 Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior Déterminants et Effet de l'Incarnation et du Plaisir lors d'Expériences en RV sur le Comportement du Consommateur Leveau, Pierre-Henry 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) Paris, France 2022-09-08 https://univ-angers.hal.science/hal-03778687 https://univ-angers.hal.science/hal-03778687/document https://univ-angers.hal.science/hal-03778687/file/21e%20Colloque%20Marketing%20Digital%20-%20LEVEAU%20Pierre-Henry%20-%20GRANEM%20UA.pdf fr fre HAL CCSD hal-03778687 https://univ-angers.hal.science/hal-03778687 https://univ-angers.hal.science/hal-03778687/document https://univ-angers.hal.science/hal-03778687/file/21e%20Colloque%20Marketing%20Digital%20-%20LEVEAU%20Pierre-Henry%20-%20GRANEM%20UA.pdf info:eu-repo/semantics/OpenAccess 21ème Colloque du Marketing Digital https://univ-angers.hal.science/hal-03778687 21ème Colloque du Marketing Digital, Sep 2022, Paris, France https://www.colloquemarketingdigital.com/programme-2016 virtual reality embodiment body position gamification challenges enjoyment behavioral intentions réalité virtuelle incarnation position du corps ludification défis plaisir intentions comportementales JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics [SHS.GESTION]Humanities and Social Sciences/Business administration info:eu-repo/semantics/conferenceObject Conference papers 2022 ftunivnantes 2023-03-01T01:27:40Z International audience The research aims to measure effects of body position and challenges offered during a virtual reality experience on embodiment, as well as the role of the latter on consumer enjoyment and behavioral intentions. The results of the experimental approach, where the user embodies a kayaker exploring Antarctica, confirm certain relationships assumed by the conceptual model of the research. More specifically, being in the position of the real activity to carry out the virtual experience and having challenges are sources of greater intensity in terms of embodiment. The results also reveal that pleasure mediates the relationship between feelings of embodiment and behavioral intentions. In summary, we propose a definition of the feeling of embodiment in an experiential context. The study makes recommendations to professionals, VR application developers and public authorities on the positive effects of VR experiences directly related to the feeling of embodiment as well as on societal and legal issues. Finally, the research also highlights the theoretical knowledge built up in the field of marketing. La recherche vise à mesurer les effets de la position du corps et des défis proposés durant une expérience en réalité virtuelle sur l’incarnation, ainsi que le rôle de ce dernier sur le plaisir et les intentions comportementales du consommateur. Selon l’approche expérimentale, où l’utilisateur incarne un kayakiste explorant l'Antarctique, les résultats confirment certaines relations supposées par le modèle conceptuel de la recherche. Plus précisément, être dans la position de l’activité réelle pour réaliser l’expérience virtuelle et avoir des défis sont sources d’une plus grande intensité en matière d’incarnation. Les résultats révèlent également que le plaisir agit comme le médiateur de la relation entre le sentiment d’incarnation et les intentions comportementales. En synthèse, nous proposons une définition du sentiment d’incarnation dans un contexte expérientiel. L'étude formule des ... Conference Object Antarc* Antarctica Université de Nantes: HAL-UNIV-NANTES |
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Université de Nantes: HAL-UNIV-NANTES |
op_collection_id |
ftunivnantes |
language |
French |
topic |
virtual reality embodiment body position gamification challenges enjoyment behavioral intentions réalité virtuelle incarnation position du corps ludification défis plaisir intentions comportementales JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics [SHS.GESTION]Humanities and Social Sciences/Business administration |
spellingShingle |
virtual reality embodiment body position gamification challenges enjoyment behavioral intentions réalité virtuelle incarnation position du corps ludification défis plaisir intentions comportementales JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics [SHS.GESTION]Humanities and Social Sciences/Business administration Leveau, Pierre-Henry Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior |
topic_facet |
virtual reality embodiment body position gamification challenges enjoyment behavioral intentions réalité virtuelle incarnation position du corps ludification défis plaisir intentions comportementales JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics [SHS.GESTION]Humanities and Social Sciences/Business administration |
description |
International audience The research aims to measure effects of body position and challenges offered during a virtual reality experience on embodiment, as well as the role of the latter on consumer enjoyment and behavioral intentions. The results of the experimental approach, where the user embodies a kayaker exploring Antarctica, confirm certain relationships assumed by the conceptual model of the research. More specifically, being in the position of the real activity to carry out the virtual experience and having challenges are sources of greater intensity in terms of embodiment. The results also reveal that pleasure mediates the relationship between feelings of embodiment and behavioral intentions. In summary, we propose a definition of the feeling of embodiment in an experiential context. The study makes recommendations to professionals, VR application developers and public authorities on the positive effects of VR experiences directly related to the feeling of embodiment as well as on societal and legal issues. Finally, the research also highlights the theoretical knowledge built up in the field of marketing. La recherche vise à mesurer les effets de la position du corps et des défis proposés durant une expérience en réalité virtuelle sur l’incarnation, ainsi que le rôle de ce dernier sur le plaisir et les intentions comportementales du consommateur. Selon l’approche expérimentale, où l’utilisateur incarne un kayakiste explorant l'Antarctique, les résultats confirment certaines relations supposées par le modèle conceptuel de la recherche. Plus précisément, être dans la position de l’activité réelle pour réaliser l’expérience virtuelle et avoir des défis sont sources d’une plus grande intensité en matière d’incarnation. Les résultats révèlent également que le plaisir agit comme le médiateur de la relation entre le sentiment d’incarnation et les intentions comportementales. En synthèse, nous proposons une définition du sentiment d’incarnation dans un contexte expérientiel. L'étude formule des ... |
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 |
Conference Object |
author |
Leveau, Pierre-Henry |
author_facet |
Leveau, Pierre-Henry |
author_sort |
Leveau, Pierre-Henry |
title |
Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior |
title_short |
Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior |
title_full |
Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior |
title_fullStr |
Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior |
title_full_unstemmed |
Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior |
title_sort |
determinants and effects of embodiment and pleasure during virtual reality experiences on consumer behavior |
publisher |
HAL CCSD |
publishDate |
2022 |
url |
https://univ-angers.hal.science/hal-03778687 https://univ-angers.hal.science/hal-03778687/document https://univ-angers.hal.science/hal-03778687/file/21e%20Colloque%20Marketing%20Digital%20-%20LEVEAU%20Pierre-Henry%20-%20GRANEM%20UA.pdf |
op_coverage |
Paris, France |
genre |
Antarc* Antarctica |
genre_facet |
Antarc* Antarctica |
op_source |
21ème Colloque du Marketing Digital https://univ-angers.hal.science/hal-03778687 21ème Colloque du Marketing Digital, Sep 2022, Paris, France https://www.colloquemarketingdigital.com/programme-2016 |
op_relation |
hal-03778687 https://univ-angers.hal.science/hal-03778687 https://univ-angers.hal.science/hal-03778687/document https://univ-angers.hal.science/hal-03778687/file/21e%20Colloque%20Marketing%20Digital%20-%20LEVEAU%20Pierre-Henry%20-%20GRANEM%20UA.pdf |
op_rights |
info:eu-repo/semantics/OpenAccess |
_version_ |
1766257039007285248 |