The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users
Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subseq...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2023-07-01
|
| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1610&context=journal |
| _version_ | 1797650718668095488 |
|---|---|
| author | Youjung Jun |
| author_facet | Youjung Jun |
| author_sort | Youjung Jun |
| collection | DOAJ |
| description | Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR to be more novel. We find a boundary of this effect such that when VR is used to promote a noncharitable cause, novice VR users no longer increase their real-life support after VR. This research offers new possibilities for future studies on the use of VR in societal marketing. |
| first_indexed | 2024-03-11T16:05:30Z |
| format | Article |
| id | doaj.art-cf3b75c21d1b4d2c8e6fa203dbedbfae |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-03-11T16:05:30Z |
| publishDate | 2023-07-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-cf3b75c21d1b4d2c8e6fa203dbedbfae2023-10-25T05:15:21ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002023-07-012526170https://doi.org/10.53728/2765-6500.1610 The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR UsersYoujung Jun0School of Business, Yonsei University, Seoul, KoreaAlthough research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR to be more novel. We find a boundary of this effect such that when VR is used to promote a noncharitable cause, novice VR users no longer increase their real-life support after VR. This research offers new possibilities for future studies on the use of VR in societal marketing.https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1610&context=journalvirtual reality (vr)consumer technologynoveltycharitable consumption |
| spellingShingle | Youjung Jun The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users Asia Marketing Journal virtual reality (vr) consumer technology novelty charitable consumption |
| title | The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users |
| title_full | The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users |
| title_fullStr | The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users |
| title_full_unstemmed | The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users |
| title_short | The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users |
| title_sort | differential effects of virtual reality vr on the novice and experienced vr users |
| topic | virtual reality (vr) consumer technology novelty charitable consumption |
| url | https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1610&context=journal |
| work_keys_str_mv | AT youjungjun thedifferentialeffectsofvirtualrealityvronthenoviceandexperiencedvrusers AT youjungjun differentialeffectsofvirtualrealityvronthenoviceandexperiencedvrusers |