Impact of VR on impulsive desire for a destination

By Hyunjeong Kang. 2020

87 citations recorded by the source corpus.

Abstract This study proposes a research model to analyze and evaluate — through affective and cognitive processes based on construal level theory and telepresence — the impact of head-mounted displays (HMD) VR on a tourism product that has experiential and hedonic characteristics. A laboratory experiment using 89 student samples compared HMD VR and video. The HMD VR produced 47% higher telepresence than video. The higher level of telepresence, in turn, through the affective process, shortened participants’ hypothetical distance by 45%, intensified affection by 62%, and increased their impulsive desire by 75%. Although dual path affective and cognitive processes both affected impulsive desire, the affective process seemed to have the stronger effect in the case of the tourism product.

Subfields: Applied Psychology, Marketing, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/67f9d49d60719726bfa1f9fd39c850a5c15018be