沉浸感越强越好吗?——广告沉浸感对用户品牌态度的影响

The More Immersive the Better?—The Impact of Advertising\s Immersion on Brand Attitude

相较于普通的2D视频广告,VR广告赋予用户更强的沉浸感。但沉浸感更强的VR广告是否引发用户的品牌态度改变?本研究依据态度三成分模型,采用实验法比较VR广告与2D视频广告带来的沉浸感差异对用户品牌态度的影响。其中,用户品牌态度的测量包括品牌认知、品牌情感及品牌意动三个层面。研究发现,沉浸感与品牌认知、品牌情感以及品牌意动均呈正相关关系。除此之外,研究还发现,不同程度的沉浸感在提升品牌认知方面表现出的差异并不显著,然而在提升品牌情感和品牌意向方面,沉浸感影响程度呈现出显著差异。

Compared with ordinary 2D video advertisements,Virtual Reality(VR)advertisements bring people a stronger sense of immersion.However,it remains unclear whether VR advertising with a stronger sense of immersion promotes users to develop a more favorable brand attitude.Based on the tricomponent model of attitude,this study used experimental methodologies to compare the impact of immersion disparity between VR advertising and 2D video advertising on users\brand attitudes.The measurement of users\brand attitudes included three levels:brand cognition,brand emotion and brand intention.The study found that there was a positive correlation between immersion and brand cognition,brand emotion and brand intention.In addition,the study also found that different degrees of immersion did not differ much in the degree of improvement of brand cognition,while there was a significant difference in the degree of improvement of brand emotion and brand intention,that is,the stronger the immersion,the more obvious the impact on brand emotion and brand intention.