Does virtual reality affect behavioral intention? Testing engagement processes in a K-Pop video on YouTube

Kang, Seok; Dove, Sophia; Ebright, Hannah; Morales, Serenity; Kim, Hyungjoon

doi:10.1016/j.chb.2021.106875

Cited by 20 publications

(11 citation statements)

References 69 publications

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“…attitude, satisfaction and loyalty) and behavior (e.g. approach/avoidance behavior and intention to reuse) (Kang et al. , 2021; Peukert et al.…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

“…attitude, satisfaction and loyalty) and behavior (e.g. approach/avoidance behavior and intention to reuse) (Kang et al, 2021;Peukert et al, 2019). Only a few studies have examined PSR between users and media personalities in the context of VR shopping.…”

Section: Antecedents Of Psr In the Vr Technology Contextmentioning

confidence: 99%

“…This one-way and imaginary intimate relationship is a typical PSR. Unlike traditional e-commerce shopping context, VR shopping platforms allow users to immersively interact with CEs in the virtual environment which helps to form favorable attitudes toward the mediated celebrity (Kang et al, 2021). Therefore, VR shopping platforms may contribute to forming and deepening PSRs between users and CEs.…”

Section: Introductionmentioning

confidence: 99%

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Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism

Yuan

Wang

Liu

et al. 2022

APJML

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PurposeThis paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between PSR and its antecedents.Design/methodology/approachThe primary data collection tool is a survey administered to Chinese consumers (n = 531) who have experienced the products of UNIQLO brand on Taobao Buy + platform, and who had a PSR with the endorser in their VR shopping process. Structural equation modeling is employed to examine the hypothesized relationships among all variables.FindingsThe findings show that VR shopping factors (i.e. physical attractiveness, social presence and technology novelty) perceived by consumers to affect PSR, and this relationship and brand equity are positively associated, while CED moderates the relationship between PSR and its antecedents.Originality/valueThis study sheds light on how PSR in the VR shopping environment can improve brand equity. It contributes to the theory of PSR and persuasion as well as marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using VR, and to increase their brand equity.

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“…attitude, satisfaction and loyalty) and behavior (e.g. approach/avoidance behavior and intention to reuse) (Kang et al. , 2021; Peukert et al.…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

Section: Antecedents Of Psr In the Vr Technology Contextmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism

Yuan

Wang

Liu

et al. 2022

APJML

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“…The user behavior model is a process that identifies the customer's behaviors under similar circumstances. The user behavior model observes the common behaviors of users and provides an appropriate set of data for the different analysis processes [6]. YouTube uses various user behavior models to find out the behaviors and interests of users that provide necessary information regarding services.…”

Section: Introductionmentioning

confidence: 99%

The Security System in Information Technology Detects Fake Accounts on The Youtube Platform

2023

IJIES

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YouTube platform provides paid/ unpaid video services for different users for promotions, education, learning, information sharing, etc. Accessing this platform's content/ channel-based advancements is based on user identification through registration/ credential sharing. In recent years, accessing information through fake accounts has increased other users' illegitimacy and security demands. The article introduces a temporal behavioral method (TBM) using the classified learning (CL) technique to address the impact of fake users on YouTube-like platforms. The proposed method eyes on user credentials, interactions, and access information under different usage series. The data used for the classification learning identifies the active, inactive, and false searches/ information accessed by the user. With the recent meetings removed, the static and inaccurate searches are segregated using the learning process from the last known access session. Rather than applying new rules to the identified account/user, false user flagging reported data sharing and illegitimacy is all avoided. Based on the different session logins and the recommendations by the learning process, the fraudulent users are restricted from communicating with other users and legitimate information. Maximizing data sharing and user detection is facilitated by the better recognizability afforded by the prolonged inactive session categorization following in succession. The suggested TBM-CL strategy addresses the impact of fake users on YouTube-like platforms and increases the maximums for user detection (14.93%), information sharing (11.3%), and classifications (15.93%) across all sessions. It decreases the erroneous ratio by 8.03% and the delay by 9.07% based on the dataset.

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“…Persistent, directional experiences within immersive environments have been shown to increase parasocial interactions (Breves, 2020). Regarding the intentional development of parasocial interaction to build engagement and fan worship of celebrities, immersive video has been further demonstrated to be distinct as compared to traditional video (Kang et al, 2021). Similarly, spatial and 3D audio has also been shown to increase parasocial interaction and enjoyment (Shin et al, 2019), while parasocial relationships have been fostered through podcasts as well (Schlütz & Hedder, 2021).…”

Section: Introductionmentioning

confidence: 99%

Disparate parasocial phenomena evaluation in traditional media and immersive virtual reality

Straight

2023

Preprint

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As media types and platforms proliferate, viewers and users continue to build relationships with performers and personas. These distant and uni-directional experiences–known as “parasocial interactions” (PSIs) and “parasocial relationships” (PSRs)–have changed, as well. While research into immersive virtual experiences has shown to positively develop these parasocial phenomena, less is known about how and where these differences occur. This study compared similar traditional media (YouTube) and immersive media (virtual reality via head-mounted display) using existing parasocial evaluatory instruments. Findings confirm statistical differences between the two platforms and between instruments applied within platforms, suggesting a re-evaluation of the tools when exploring platform-specific parasocial phenomena, especially in immersive virtual environments.

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Does virtual reality affect behavioral intention? Testing engagement processes in a K-Pop video on YouTube

Cited by 20 publications

References 69 publications

Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism

Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism

The Security System in Information Technology Detects Fake Accounts on The Youtube Platform

Disparate parasocial phenomena evaluation in traditional media and immersive virtual reality

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