亲社会行为
广告
业务
虚拟现实
过程(计算)
心理学
计算机科学
人机交互
社会心理学
操作系统
作者
Ou Li,Zhigeng Pan,Han Qiu,Da Qian
出处
期刊:Journal of Advertising Research
[World Advertising Research Center]
日期:2024-04-23
卷期号:64 (2): 229-244
摘要
This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two-dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.
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